Date of Award


Document Type


Degree Name

Master of Arts


Art and Design

First Advisor

Andrew Smith

Second Advisor

Clayton Smith

Third Advisor

Kyle Coble


This project investigates how various forms of user-generated content impacts consumer purchasing decisions. Primary and secondary research is executed for a broader understanding of UGC implications on modern consumers. The final deliverable is a website that offers an in-depth analysis of the culture of creators and how the dynamic has shifted in recent years. Additionally, UGC cases are studied to determine the impact they have on consumers, and guides are offered to director brands on how ensure consistency and alignment with their brand identity and implement UGC into their marketing strategy.

Included in

Marketing Commons