Abstract
The paper investigated the relationship between User-Generated Content (UGC) effectiveness and its influence on Filipino consumers' purchasing decisions. While the role of UGC in marketing was acknowledged, limited research explored its impact in the Philippines. The findings demonstrated a positive correlation between UGC content effectiveness and purchasing decisions. Content trustworthiness and content information richness were found to significantly influence consumer behavior. These results aligned with previous studies highlighting the importance of the credibility and informative content within UGC. The study offered valuable insights for businesses operating in the Philippines. UGC presented an economical and impactful marketing strategy, fostering brand trust, credibility, and connection with consumers. Recommendations included encouraging customer UGC creation and strategically utilizing various social media platforms. The research also highlighted the need for further exploration of UGC's effectiveness within specific industries and social media landscapes.
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