A Study On the Role of User Generated Content In Influencing Genz's Buying Decisions For Mobiles Products In Ahemdabad City.

Abstract

This study investigates how user-generated content (UGC) and influencer marketing affect mobile purchase decisions and whether these effects differ by gender. A sample of 165 respondents (aged 18–25, all students) was surveyed on 15 items relating to their frequency of UGC engagement, trust in UGC/influencer content, reactions to reviews, and the perceived influence of online content in their mobile purchase process. Descriptive statistics (frequencies) revealed that most respondents fall into moderate or neutral categories of UGC use and trust, rather than extreme trust or frequent reliance. Crosstabulations paired with chi-square tests showed that gender has a statistically significant association with every UGC/influencer variable (p < 0.05). Symmetric measures (Pearson’s R / Spearman’s Ï) indicated varying strengths of association, with the strongest correlation (R = 0.503) for “online content influence on mobile purchase†and a notable negative correlation (R = –0.298) for “UGC factors matter most in mobile decisionsâ€. Reliability analysis yielded a Cronbach’s alpha of 0.795, supporting the internal consistency of the multi-item scale. The results imply that gender moderates not only the level of trust or use of UGC but also how UGC is integrated into decision logic. Practically, marketers in the mobile domain should design UGC and influencer strategies sensitive to gender differences, employ diverse content formats, and emphasise authenticity to build trust. Theoretically, the study points toward extending consumer behaviour models to incorporate demographic moderators in digital influence contexts. Future research should use broader samples, experimental designs, and additional moderators such as digital literacy or platform usage to deepen understanding.