Exploring Consumer Motivational Factors for Creating User-Generated Content in Sri Lanka’s Western Province Cosmetic Industry

Abstract

User-generated content (UGC) has rapidly evolved into a crucial marketing tool with the widespread adoption of social media. Despite its growing presence, there remains a significant gap in understanding how effectively UGC influences different industries, particularly in consumer-driven markets. Many marketers have yet to fully grasp its potential, as the motivations behind content creation are not always clear. Existing research underscores the need for further exploration into the specific factors that drive individuals to generate content, making it essential to identify what truly encourages consumers to actively participate in content creation. This study aims to bridge this gap by analyzing the key motivational factors that inspire individuals to create UGC within the cosmetic industry in Sri Lanka’s Western Province. To achieve this objective, a structured research methodology was employed, following a deductive approach within the positivism paradigm. Data was collected through an online survey distributed via Google Forms, yielding a total of 384 valid responses. The questionnaire was meticulously designed, comprising 30 questions across seven sections, each aligned with critical independent variables, including economic benefits, self-expressiveness, entertainment, knowledge sharing, community engagement, and UGC generation. Additionally, demographic data was collected to ensure consistency and relevance in participant profiles. This study was anchored in the Uses & Gratifications Theory, supported by empirical literature, to establish a strong theoretical foundation. The findings of this research revealed that three key motivational factors, economic benefits, community engagement, and overall consumer motivations significantly influence the creation of UGC. These results highlight that consumers are more likely to generate content when they perceive financial incentives, feel a sense of belonging within a community, or derive personal gratification from their participation. The study’s conceptual framework was rigorously tested and validated, reinforcing its relevance in understanding consumer behavior in the digital landscape. While this research provides valuable insights, it is not without limitations. The study focused exclusively on consumers within the Western Province of Sri Lanka, which may restrict the generalizability of findings to a broader population. Future research should consider expanding the sample to include diverse geographic regions, ensuring a more comprehensive understanding of consumer motivations across different cultural and economic contexts. Additionally, incorporating qualitative methods such as focus group discussions and in-depth interviews could offer richer insights into the underlying psychological and emotional drivers of content creation. From a strategic standpoint, businesses can leverage these findings to develop more effective marketing initiatives that encourage UGC participation. By offering tangible incentives and fostering a strong sense of community among consumers, brands can create an environment that naturally inspires content generation. Moreover, facilitating seamless content-sharing experiences through user-friendly digital platforms can further amplify consumer engagement. As UGC continues to shape digital marketing landscapes, brands that successfully harness its potential will benefit from enhanced visibility, greater consumer trust, and, ultimately, increased sales and brand loyalty.