Keywords : User-Generated Content (UGC), Buying Behaviour, Gen Z, A-I-D-A model

Abstract : Purpose: The main aim of this research is to analyse the impact of User Generated Content UGC in the buying behaviour of Gen Z consumers in Vadodara in context to A-I-D-A Model. Methods: The main method adopted in this research for addressing the aim is quantitative, wherein the data collection method used is primary data. Surveys have been conducted in this study with 130 consumers belonging to the age group of 14 to 27 years. The participants have been chosen for the study using a convenience sampling strategy and SPSS Software has been used to do the analysis of the data received in the survey. Findings: It has been found out that User Generated Content UGC does have a considerable impact on the buying behaviour specially in attention, interest and desire stage of Gen Z Consumers This exists due to attractive content available on social media platforms, such as in the form of photos or written content. Moreover, UGC develops trust and helps in identifying original and fake products in the market. Limitations: The primary limitation of this study is that, it relies on the statistical form of information to carry out the results, which has reflected a lack of qualitative information and its in-depth analysis.

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