Abstract

In a world where social media has transformed the way consumers make purchasing decisions, user-generated content (UGC) has become a powerful tool for marketers to reach and engage with their target audience. This study examines the impact of UGC sponsorship on consumer behaviour, focusing on the mediating role of perceived authenticity and the moderating impact of source familiarity, specifically in the context of value-expressive products within the fashion industry. A quantitative research design was employed, utilizing two online questionnaires to gather data. The findings demonstrate that non-sponsored UGC is perceived as more authentic than sponsored UGC and has a stronger influence on consumer intentions to search, share, and purchase. On the other hand, source familiarity was found to have no significant impact on these effects. Given the limited research on this topic, the findings of this study will provide valuable insights into the factors that determine the effectiveness of sponsored and non-sponsored UGC. The study will also contribute to the existing literature on UGC and offer practical implications for marketers in effectively managing user-generated marketing messages and a better understanding of the importance of perceived authenticity in shaping consumer intentions.

Keywords: User-Generated Content (UGC), Perceived Authenticity, Consumer Behaviour, Value-Expressive Products, Source Familiarity, Sponsorship, Marketing Strategy