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Krittaporn Pituckumpol. User-generated content (UGC) guideline for facial skincare product brand for Gen Z in Thailand. Master's Degree(Design, Business and Technology Management). Thammasat University. Thammasat University Library. : Thammasat University, 2025.
User-generated content (UGC) guideline for facial skincare product brand for Gen Z in Thailand
การวิจัยสร้างสื่อการตลาดแบบดิจิทัลจากเนื้อหาที่สร้างโดยผู้ใช้ (UGC) สำหรับแบรนด์ผลิตภัณฑ์ดูแลผิวหน้าสำหรับ Gen Z ในประเทศไทย
Name: Krittaporn Pituckumpol
keyword:
UGC
;
Gen Z
Abstract:
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.
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Surapit Promsit
Role:
advisor
Created:
2025
Modified:
2568-05-08
Issued:
2025-04-06
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Design, Business and Technology Management
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.028148 วินาที
Krittaporn Pituckumpol
| Title | Contributor | Type |
|---|---|---|
| User-generated content (UGC) guideline for facial skincare product brand for Gen Z in Thailand
มหาวิทยาลัยธรรมศาสตร์ Krittaporn Pituckumpol | Surapit Promsit | วิทยานิพนธ์/Thesis |
Surapit Promsit