Influence of brand-related user generated content (UGC) and brand engagement on Instagram

Abstract

With the evolution of new media in Web 2.0, many contents have lately been doing rounds on social media platforms like Instagram. 'User Generated Content (UGC)' is the widely available content on social media, creating and posting the content. Moreover, brand-related UGC is being created by the users. This study aims to determine whether the users who consume UGC are also interested in creating brand-related UGC. Moreover, it aims to determine whether the users get motivated to create UGC and whether UGC helps develop a sense of trust, ultimately increasing brand awareness and brand engagement. The food and Beverage industry is taken into consideration for this study. Because User Generated Content (UGC) isn't a common term amongst many people, a conceptual definition was added in the questionnaire for the respondents' case, considering the study and the followed analysis, User Generated Content has in turn a great influence over the users that come across it.