The role of user-generated content in shaping female Gen Z's perceptions of fashion brands

Abstract

The digital era has transformed brand-consumer relationships into two-way interactions, with social media enabling consumers, especially Generation Z (Gen Z), to shape their perceptions of brands through authentic, user-generated content (UGC) rather than traditional messaging. This shift is particularly important for fashion brands, where visual expression and personal identity are central, as UGC allows consumers to showcase how they style and experience products in real life. Female consumers, particularly those from Gen Z, have a strong interest in fashion and are highly active on social media platforms, where they both consume and create UGC. Therefore, this thesis examines how female Gen Z consumers engage with fashion brand-related UGC by exploring the key content attributes that drive interaction, how positive and negative UGC contribute to their perceptions of brand trustworthiness and quality, and how these perceptions relate to their purchase intentions. Prior research identifies Gen Z as the largest and most digitally active consumer group, growing up with the internet integrated into everyday life and relying heavily on peer reviews and authentic UGC over conventional advertising. Their preference for transparency and skepticism toward traditional marketing makes them a crucial group to study in the fashion industry, where authenticity and social validation strongly influence brand perception and consumer behavior. Employing a qualitative methodology, this research used three focus groups of female Gen Z participants exposed to different combinations of UGC, positive, negative, and both, to explore how tone relates to their perception. The study is guided by social influence theory, source credibility theory, and social proof theory, which help explain how peer influence, perceived credibility of content creators, and social validation mechanisms shape trust, perceived quality, and purchase intentions. Focus group discussions explored participants’ reactions to UGC and how they interpret its role in shaping their views of fashion brands. Findings show that female Gen Z participants perceive authentic, relatable, and spontaneous non-paid UGC as meaningful in shaping their views of brand trustworthiness and product quality. Positive content fostered favorable brand impressions, while negative content prompted more critical evaluations and caution. Participants exposed to both types of content engaged in more reflective thinking, often leaning toward skepticism but remaining open to personal experience. In conclusion, this study highlights the importance for fashion brands to prioritize authentic, relatable, and diverse content strategies when engaging female Gen Z consumers, providing valuable insights for brand positioning, trust-building, and driving purchase behavior in the digital era.