Impacts of Brand-Generated and User-Generated Content on Generation Z's Purchase Intention of Top High-End Luxury Fashion Brands

Generation Z is the most active in consumption of luxury goods of all generations in terms of their growth rate; however, it is unknown how much the two content sources, brand-generated content (BGC) and user-generated content (UGC), affect the purchase intention of Generation Z consumers of luxury goods. The current study aims to analyze the differential impacts of these two content sources on the purchase intention of Generation Z consumers in top luxury fashion brands. Applying six semi-structured interviews and one focus group discussion with nine participants of the age range of 18-23 years old in terms of matching materials of Dior and Louis Vuitton, the study follows customer-based brand equity hierarchy structure in analysis of interviews employing two-level topic coding. This study reveals that the two content sources have differential impact flows: BGC creates brand salience and desirable image; however, it alienates consumers due to the perception of perfection of the brand, whereas UGC creates consumer considerations of purchase intentions through body references, credible flaws, and peer approval. The study presents four verifiable propositions for luxury brands on how to utilize two content sources sequentially, not alternatively.