User-generated content (UGC) guideline for facial skincare product brand for Gen Z in Thailand

In the modern business marketing landscape, social media is an essential tool, particularly in the Beauty and Personal Care sector. The Facial Skincare segment is rapidly expanding in Thailand, driven by the need for accurate consumer information due to the market's competitive nature and the sensitivity of skincare products. This study investigates the impact of video user-generated content (UGC) on the purchasing behavior of Generation Z regarding facial skincare products in Thailand. UGC, which refers to content created by consumers rather than brands, plays a crucial role in purchasing decisions due to its authenticity and trustworthiness. This research highlights four key characteristics of effective online advertisements: Personal Relevance, Reliability, Completeness of Information, and Enjoyment. Personal Relevance tailors content to individual needs, enhancing emotional connection. Reliability is established through genuine, unscripted content and diverse creator backgrounds. Completeness of Information provides comprehensive product details, and Enjoyment incorporates storytelling and high-quality, relatable content. The study uses secondary data and quantitative online questionnaires to analysis these characteristics and their infuence on consumer behavior. The fndings offer practical guidelines for utilizing UGC marketing strategies to effectively promote facial skincare products in Thailand.

在当代商业营销格局中，社交媒体是不可或缺的工具，在美容与个人护理行业尤为如此。泰国面部护肤细分市场正快速扩张，这一扩张态势源于市场竞争激烈且护肤产品属性敏感，行业亟需精准的消费者信息。本研究聚焦泰国市场，探讨视频类用户生成内容（User-Generated Content，UGC）对Z世代面部护肤产品购买行为的影响。用户生成内容指由消费者而非品牌方创作的内容，因其真实性与可信度，在消费者购买决策中发挥着关键作用。本研究提炼出高效在线广告的四大核心特征：个人相关性（Personal Relevance）、可靠性（Reliability）、信息完整性（Completeness of Information）与愉悦感（Enjoyment）。其中，个人相关性指根据受众个体需求定制内容，以此强化情感联结；可靠性则通过真实无脚本的内容与多元的创作者背景来建立；信息完整性旨在提供全面的产品细节；而愉悦感则融入叙事手法与高质量且易引发共鸣的内容。本研究通过二手数据与定量在线问卷，分析上述四大特征及其对消费者行为的影响。研究结论可为泰国地区利用用户生成内容营销策略高效推广面部护肤产品提供实用指引。

搜集汇总

背景与挑战

背景概述

该数据集是一份2024年发布的学术论文，专注于泰国Z世代面部护肤产品品牌的用户生成内容（UGC）指南。研究通过分析视频UGC对购买行为的影响，提出了有效UGC营销的四个关键特征：个人相关性、可靠性、信息完整性和娱乐性，旨在为品牌提供实用的数字营销策略参考。