Assessing the Impact of User-Generated Content on Algerian Consumers' Purchase Intention

Abstract

This study aims to examine the influence of social media User-Generated Content (UGC) on Algerian consumers’ purchase intention in the cosmetic industry and to assess the mediating role of positive emotions in this relationship. It also examines the effects of the main UGC dimensions, namely perceived credibility, informativeness, and perceived usefulness, on positive emotions and purchase intention. A quantitative approach was adopted through a survey distributed to 186 Algerian consumers who follow cosmetic-related content on social media. The collected data were analyzed using Structural Equation Modeling (SEM) to test the study hypotheses. The results showed that UGC had a significant effect on Algerian consumers’ purchase intention, and that positive emotions played an important mediating role in this relationship. Among the UGC dimensions, perceived usefulness and informativeness showed stronger effects on positive emotions, while perceived credibility had a direct effect on consumers’ purchase intention. The findings also revealed that income level was the only demographic variable that produced significant differences in the model. The study concludes by offering practical recommendations for cosmetic brands in Algeria on how to use user-generated content more effectively in their digital marketing strategies.