An Exploration of the Influence that User-Generated Content (UGC) on Instagram has on the Purchase Intention amongst South Africa’s Generation Z

Abstract

Generation Z spend a generous amount of their day on Instagram, therefore making it imperative for brands to operate on. However, brands need to recognize that brand generated content will not provide them with the same receptibility that user-generated content (UGC) would. The aim of this research was to explore the extent to which UGC on Instagram influences the purchase intentions of South Africa’s Generation Z to provide brands with insight into how to harness the tool. The research took an interpretivist approach, making use of a qualitative design, and was deductively led by Ajzen’s (1991) Theory of Planned Behaviour. The study’s population consisted of South African Generation Z with an active Instagram account and have bought something as a result of UGC on Instagram. A qualitative questionnaire on Google Forms was distributed to participants via the researchers Instagram and WhatsApp. Non-probability, convenience and snowball sampling were utilized and obtained 12 valid responses. The data was then analysed using qualitative content analysis. What the researcher found was that when South African Generation Z view the UGC as credible, can see the product and service characteristics in the UGC, or they believe in societal subjective norms, their attitude toward the promoted brand is positively influenced and, thus, their intention to purchase. The researcher was also able to identify why and how these three facets influence these consumers, which provides brands and social media managers with the knowledge to create effective communication strategies to target Generation Z.