Leave A Review! The Motives Of User-Generated Content And Its Influence On Customer-Based Brand Equity- Mediating Influence Of Brand Attachment

Abstract

User-generated content, or UGC, is a marketing buzzword which means a form of customer-generated brand-related communication on social media sites. This study offers insightful information on how user-generated content affects consumer-based brand equity when present on social networking platforms. Purpose This study focuses on what motivates consumers to create User Generated Content (UGC) and what is the influence of Brand- Related UGC (Br-UGC) on Customer-Based Brand Equity (CBBE). It also studies the mediating role of Brand Attachment in influencing the Br-UGC on CBBE. Design The research was carried out by utilizing a survey questionnaire, which was administered to 364 participants selected through the convenience sampling method. Methodology Smart PLS 4.1 software has been used to establish the results of this study. Statistical tests have affirmed the validity and the reliability of the proposed framework. Findings The result of this research suggests that an urge to create, contribute, empowerment and self-recognition motivates the consumer to create content online. User-generated content serves as a powerful platform to motivate consumers to buy brands online on marketplaces and social media platforms. The powerful impact of Brand Attachment is also confirmed by the results of the study. Practical Implications This research aids the marketing professionals and brand managers in encouraging consumers to engage in generating content online. Originality/Value This study one of the first study to validate the mediating function of brand attachment between UGC and Brand Equity.