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From Engagement to Advocacy: Analyzing the Impact of UserGenerated Content on Brand Equity in Evolving Digital Ecosystems

Year: 2025

Type: article

Abstract: The seemingly ever-evolving landscapes of modern-day digital environments are today dominated by what is commonly referred to as ‘consumer-generated content,’ or UGC. This paper aims to analyze the dual effect of UGC on brand familiarity, brand commitment, and perceived quality three facets of brand equity. To contribute to filling this gap, this study draws from a survey of social media users and brand managers for a mixed-methods approach to offer an empirical understanding of UGC’s impact on consumer perception and behaviour.

Source: Cuestiones de Fisioterapia

DOI: 10.48047/ak1rw375

Authors: Muskaan Arora, Jayender Verma, Arun Vashista

Institution: Manav Rachna International Institute of Research and Studies

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408720271

FWCI:

Cites: 1

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Related to: 10