Journal of Advances in Developmental Research

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Volume 17 Issue 1
2026

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An Empirical Assessment of User-Generated Content Variables as Predictors of Consumer Buying Behaviour.

Author(s) Dr. Kapil Chaudhary, Rajesh Gurjar
Country India
Abstract In this paper, the researcher investigates the degree to which the variables of user generation content can be used as predictors of consumer purchasing behaviour within modern online contexts. As the importance of online reviews and social media interactions has increased, it has become more crucial to understand how the content created by users influences buying behavior. The research follows a quantitative methodology by a cross-sectional explanatory research design. The data were gathered using a structured questionnaire that was administered to 225 respondents who are exposed to the user-generated content on online platforms. Predictor variables were perceived credibility of user generated content, informativeness of user generated content, and user engagement with such content whereas the outcome variable was consumer buying behaviour. Multiple linear regression was used to evaluate predictive relationships between the variables. The results reveal that all three user generated content dimensions are significant predictors of consumer buying behaviour with user engagement showing the best predictors, then credibility, and informativeness. The findings underscore the key role of interactive and credible user generated content in the formation of consumer buying intentions and provide useful information to organisations that want to improve their digital marketing strategies.
Keywords User-generated content, Consumer buying behaviour, Online reviews, Social media engagement, Purchase intention
Field Business Administration
Published In Volume 17, Issue 1, January-June 2026
Published On 2026-03-10
Cite This An Empirical Assessment of User-Generated Content Variables as Predictors of Consumer Buying Behaviour. - Dr. Kapil Chaudhary, Rajesh Gurjar - IJAIDR Volume 17, Issue 1, January-June 2026.
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