User-Generated Contents and Brand Loyalty of Skinscare Products in Port Harcourt

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This paper empirically investigated the relationship between User-Generated Contents and Brand Loyalty of Skincare Products in Port Harcourt. Specifically, the objectives of the study were to determine how user authenticity and user engagement rate relate with customer satisfaction and repeat patronage of skincare products in Port Harcourt. The correlational research design was adopted and the population of the study was infinite. Topman’s formula was used to generate a sample size of 384 customers. However, only 262 respondents provided data for the study through questionnaire that was designed in the Likert 5-point scale of strongly disagree to strongly agree. Spearman Correlation (rho) was used to four hypotheses. From results of the analysis it was revealed that user authenticity and user engagement rate which are the proxies of user-generated contents positively and significantly relate with customer satisfaction and repeat patronage (i.e. measures of brand loyalty) of skincare products in Port Harcourt. Based on these findings, it was concluded that both factors have a very strong and positive impact on customer loyalty, with authenticity playing a particularly crucial role in shaping customer perceptions and trust. The strong relationship between user engagement and repeat patronage further highlights the importance of fostering active and meaningful interactions with customers. Therefore, the study recommended amongst others that skincare brands should encourage genuine customer reviews and testimonials by creating platforms where customers feel comfortable sharing their honest experiences. Authentic content resonates more with potential buyers, fostering trust and leading to higher customer satisfaction and repeat purchases.