Examining the Source Credibility of User-Generated Beauty Contents (UGBC) on YouTube in Influencing Consumers’ Purchase Intention

Mazzini Muda
Faculty of Business and Management, Universiti Teknologi MARA


User-generated content (UGC) shared on YouTube is gaining popularity. Consumers view the videos and rely on product reviews to assist in their buying decisions. Yet empirical research on the credibility of UGC on YouTube is still lacking. This paper aims to investigate consumers’ perception of the source credibility of UGC and whether this perception will influence their purchase decisions. 372 questionnaires were collected using purposive sampling. Multiple regression analysis reveals that all three dimensions of source credibility (i.e. attractiveness, expertise, and trustworthiness) have a significant relationship with purchase intention, with source expertise as the main predictor. The findings can enhance the understanding of UGC and vloggers’ role in marketing.

Keywords: Beauty products, Purchase intention, Source credibility, UGC, YouTube