Rashid,A., Tariq, M., & Malik, M. I. (2023)

Frontiers in Psychology, 14,1139404.

https://doi.org/10.3389/fpsyg.2023.1139404

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Rashid et al. (2023) empirically examine how user-generated content (UGC) influences consumer purchase behavior, applying the Theory of Consumption Values (TCV) as a guiding framework. The study recognizes UGC as a central driver in modern digital commerce, where consumers increasingly rely on peer-created reviews, testimonials, and multimedia content to inform purchase decisions. The authors argue that traditional firm-generated advertising lacks the trust and authenticity that UGC conveys, making consumer-shared experiences more persuasive in shaping attitudes and behaviors.

Using survey data from 363 Pakistani social media users and employing structural equation modeling, the study tests how five consumption values—functional, social, emotional, epistemic, and conditional—mediate the relationship between UGC and purchase intention. Findings reveal that functional value (usefulness and quality information), social value (peer influence), and emotional value (trust and relatability) strongly mediate the impact of UGC on purchasing behavior. Epistemic value (novelty-seeking) and conditional value (context-specific influences) also play roles, though to a lesser extent .

The results emphasize that UGC operates as both informational and experiential capital, strengthening trust and reducing perceived risk. The study further notes that visual and narrative-rich UGC (e.g., unboxing videos, personal testimonials) exerts higher persuasive power than purely text-based reviews. Managerially, the research suggests brands should actively encourage and curate positive UGC, integrate peer voices into campaigns, and monitor authenticity to sustain consumer trust.

This work advances literature by linking TCV with digital behavior, offering a multidimensional view of how UGC shapes consumer psychology and purchase intention in social media contexts.