The Influence of User-Generated Beauty Content on Xiaohongshu on the Purchase Decisions of Generation Z Chinese Women

User-generated content (UGC) has become a major factor in shaping consumer buying behavior. In China, Xiaohongshu is a prominent platform, particularly for Generation Z women, with a strong emphasis on beauty content. This study examines the influence of user-generated content on Xiaohongshu on the purchasing decisions and brand loyalty of Generation Z Chinese women within the beauty sector. Through a survey of 98 active Xiaohongshu users aged 15-30, the research highlights the significant impact of visual content (short videos and images) and textual reviews on consumers' purchase decisions. Visuals provide immediacy and engagement, while text adds detailed product feedback, contributing to informed decision-making. Additionally, the quality of UGC interactions, including original poster responses and high engagement, enhances trust, credibility, and community belonging. The study finds that content types like tutorials, product reviews, and regular updates play a critical role in fostering brand loyalty. The results offer strategic insights for beauty brands to leverage UGC by fostering active engagement, promoting authentic content, and cultivating a sense of community. This approach can drive purchase conversions and long-term brand loyalty among Generation Z women, providing a sustainable marketing strategy in China's competitive digital landscape.