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.