Name: Ragini Dixit, Nimish Mishra
Country: India

Year: 2026
Volume: Volume-13, Issue-1 (January-June)
Page Number: 279-289
DOI: https://doi.org/10.5281/zenodo.20566411

The rapid growth of social media and digital marketing has significantly transformed
consumer purchasing behavior in the cosmetic industry. User-Generated Content (UGC), including online reviews, ratings, social media posts, influencer content, and consumer testimonials, has emerged as an important source of information that influences consumers’ purchase decisions. The primary purpose of this study is to examine the effect of Online User-Generated Content on Consumer Purchase Intention for cosmetic products. A descriptive and analytical research design was adopted, and data were collected from cosmetic product consumers through a structured questionnaire. A sample of respondents was selected using convenience and purposive sampling techniques. Statistical tools such as reliability analysis, correlation analysis, factor analysis, and regression analysis were employed to analyze the data. The findings indicate that Online User-Generated Content has a significant positive impact on consumer purchase intention. Review quality, credibility, and usefulness were identified as key factors influencing purchasing decisions. The study highlights the importance of trust and perceived credibility in strengthening the relationship
between UGC and purchase intention. The findings provide valuable implications for
cosmetic brands and marketers by emphasizing the need to encourage authentic consumer generated content and maintain a strong social media presence to enhance consumer trust and increase sales performance.