This marketing research report investigates the impact of user-generated content from social media on consumer buying behavior, focusing on coffee shop brands in Australia. The study employs a mixed-methods approach, combining qualitative interviews with quantitative data analysis. A hypothesis is tested to determine the relationship between social media content and consumer purchasing decisions. Data is collected through interviews with 75 participants, using both primary and secondary data sources. Statistical analysis is used to interpret the findings, while ethical considerations, including data privacy and confidentiality, are prioritized. The research aims to provide insights into consumer behavior and the influence of social media, with findings to be disseminated through various publications. Desklib provides access to similar solved assignments for students.