Marketing

Isabel Rahme

Algorithm – Aligned UGC – Style Advertising VS Traditional Branded Advertising: Credibility, Authenticity, and Gen Z Engagement

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Isabel Rahme is a communications student at TMU, completing a Bachelor of Arts in Professional Communications As she approaches graduation, she has developed a strong foundation in digital marketing, social media strategy, and content creation.

Her academic and professional experiences have sparked a particular interest in how brands communicate with audiences in digital environments, especially through emerging platforms like TikTok and Instagram. Isabel is especially drawn to understanding how authenticity, storytelling, and audience engagement shape modern marketing strategies.

She is passionate about creating content that is both strategic and relatable, with a focus on building meaningful connections between brands and their audiences. Isabel is eager to pursue a career in digital marketing and communications, where she can apply her creativity and analytical skills in a fast-paced, evolving industry.

This research examines how algorithm-aligned user-generated content (UGC) style advertising compares to traditional branded advertising in shaping perceptions of credibility, authenticity, engagement, and purchase intent among Gen Z audiences.

Using qualitative content analysis, the study analyzes short-form social media videos from both UGC-style and traditional advertisements, identifying patterns in content style, tone, and audience interaction. The findings reveal that UGC-style content is consistently perceived as more authentic, relatable, and trustworthy, leading to higher engagement and stronger consumer response.

The study highlights how creators and influencers often promote products they genuinely align with, increasing credibility and audience trust. As a result, UGC-driven content not only influences perception but also drives real-world behaviour, with products frequently gaining rapid popularity through viral exposure.

Overall, this research demonstrates a shift in digital marketing toward authenticity and platform-native communication, suggesting that brands must adapt their strategies to remain effective in engaging modern audiences.

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