<![CDATA[Amid digital information overload, audience attention has become an increasingly scarce resource. Conventional Digital Public Relations (DPR) strategies that rely on persuasive copywriting and transactional engagement are becoming less effective, especially among Generation Z audiences who tend to be skeptical toward promotional messages. This study aims to construct a conceptual framework that integrates neuromarketing principles with audience participation in producing User-Generated Content (UGC). Using a qualitative Systematic Literature Review (SLR) approach based on the PRISMA protocol, this study examines peer-reviewed literature from Scopus, Web of Science, and Sinta published between 2019 and 2025. The findings show that social media engagement is not a random response, but a sequential cognitive process involving sensory attention, affective resonance, and participatory action. This study proposes the Hook UGC Multilayer conceptual model, consisting of the Sensory Layer, Affective Layer, and Motor Layer. The model contributes to the development of evidence-informed Digital Public Relations strategies by explaining how cognitive triggers may encourage voluntary UGC participation.]]>
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