Role of User-Generated Content (UGC) on the brand engagement of post millenials towards skin essentials / by Honeydee J. Buhian, Sophia Mari B. Diloy and Jeremie Joy G. Marzo.

Thesis (Bachelor of Science in Business Management major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS).

BUHIAN, HONEYDEE J., DILOY, SOPHIA MARI B., MARZO, JEREMIE JOY G. Role of User-Generated Content (UGC) on the Brand Engagement of Post Millennials toward Skin Essentials. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. August 2022. Adviser: Ms. Danikka A. Cubillo.

Content marketing, a digital strategy, started to emerge and be rampant in the Philippines. This can be classified as user-generated or brand-owned. The former is known to be a unique form of marketing as the source is any entity outside the organization. Its growth is intertwined with the increased technological advancement and insatiable demand towards social media and online presence. Furthermore, as a new generation started to unfold, their needs and wants and overall consumer behavior is distinct from the others. For instance, they showed great technological literacy and a distinguishable consumption of skin essentials. Research that connects these facts to arrive at a substantial conclusion has not been conducted. With this, the study aimed to determine the Role of User-Generated Content (UGC) on the Brand Engagement of Post-Millennials towards Skin Essentials. Specifically, it aimed to identify the demographic profile of the post-millennials, assess the UGC qualities (content, design, and technology), ascertain the perceived level of UGC's functional and emotional values, measure the level of brand engagement of post-millennials towards skin essentials, identify the effect of UGC qualities on UGC values, determine the role of UGC on brand engagement, and compare the significant differences in the brand engagement across the demographic profile of post- millennials. Participants were generally female due to the skin essential criteria and were enrolled in tertiary education during the conduct of the study. Majority had a monthly allowance of less than P2,500.00 and were mostly single.
Post-millennials, as ascertained, have a positive perception towards the UGC qualities and values. Thus, UGC qualities have a significant effect on UGC values, except the design quality on functional value. This constitutes the credence 'form follows function.' More so, when tested against brand engagement, it was unveiled that UGC has no significant role on brand engagement, except the design quality. Hence, skin essential providers, influencers, and organizations who produce content must focus on the visuals and aesthetics. Ultimately, there are no significant differences on the brand engagement of post-millennials when grouped according to profile. Therefore, the brand engagement of Generation Z can be generalized.

Submitted to the University Library 10/19/2022 T-9099