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Accessing the Effectiveness of Consumer Purchase Intention Through User Generated Content: A Focus on Consumers of Skin Care Brands in Delta State

Imene, Michael, Iyadi, Rollinus Chiyem

Abstract

Many consumers in the skincare sector have invested heavily on supplies to meet the demands of slowing down aging. However, this kind of effort requires a demanding data and salesmen haven’t given as much innovative attention to stimulate their customers’ interest on certain brands. This study therefore examined effect of accessing the effectiveness ofthrough consumer purchase intention user generated content of skincare brands in Delta State. The specific objectives examined the effects of user authenticity, user engagement and post- purchase experience on consumer purchase intention of skincare brands in Delta State. Relevant concepts, theoretical and empirical evaluation were reviewed. The study used the cross-sectional survey research design method to collect data at a single point in time. The primary source of data was the administration of close ended questionnaire coded on a five- point Likert scaled questionnaire. A total of three hundred and seventy-two copies of questionnaire were administered on the customers of selected cosmetics outlets in Delta State and only three hundred and thirty copies of questionnaire were accurately filled. The validity of the instrument was tested using content analysis and the result was good. The reliability was tested using the Pearson correlation coefficient (r). It gave a reliability coefficient of 0.78 which was also good. Data were presented and analyzed by mean score (3.0 and above agreed while below 3.0 disagreed) and multiple regression analysis was used to test the hypotheses. It was discovered that user authenticity significantly has effect on consumer purchase intention of skincare brands in Delta State, user engagement significantly has effect on consumer purchase intention of skincare brands in Delta State. Further findings revealed that post-purchase experience significantly has effect on consumer purchase intention of skincare brands in Delta State. The study concluded user authenticity, user engagement and post-purchase experience on consumer purchase intention of skincare brands in Delta State. It was recommended that vendors of cosmetics brands should also actively engage with consumers, fostering two-way communication through social media, feedback channels, and personalized experiences. Key Words: Consumer Purchase Intention, User Generated Content, Skincare Brands, User Authenticity, User Engagement and Post-Purchase Experience

Keywords

Consumer Purchase IntentionUser Generated ContentSkincare BrandsUser AuthenticityUser Engagement and Post-Purchase Experience

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