Study on User-Generated Content & Influencer Content in Generating Consumer Confidence

The rapid expansion of digital platforms and social media has transformed the way consumers gather information and evaluate products before making purchase decisions. In this evolving digital environment, user-generated content (UGC) and influencer-generated content have emerged as significant sources of information influencing consumer trust and confidence. This study examines the role of user-generated and influencer content in building consumer confidence during online purchase decision-making. A descriptive and analytical research design was adopted for the study. Primary data was collected through a structured questionnaire distributed via Google Forms, with responses obtained from 101 digitally active consumers. The collected data was analyzed using percentage analysis and Chi-square testing to examine relationships between content trust and consumer confidence. The findings reveal that user-generated content such as reviews, ratings, and shared experiences plays a stronger role in reducing purchase hesitation and increasing consumer confidence compared to traditional advertisements. Influencer-generated content also contributes to consumer confidence, particularly when recommendations are perceived as authentic and transparent. However, consumers tend to rely more heavily on peer experiences when conflicting information arises. The study concludes that an integrated digital marketing strategy combining authentic influencer communication with credible user-generated content can significantly enhance consumer confidence in online purchase decisions.