1Research Scholar, Jagan Institute of Management Studies, New Delhi, India, Email id: lakshaygupta1990@gmail.com, ORCID iD: 0009-0008-3614-8126
2Researcher, Dean PGDM (RM), Jagan Institute of Management Studies, New Delhi, India, Email id: rajsan75pune@gmail.com
Online published on 17 June, 2024.
User Generated Content (UGC) can have a significant impact on Brand ImageBuilding & its Reputation. There are several ways in which UGC can contribute to enhancing of the Brand Image such as authenticity & trust, social proof, emotional connections, increasing engagement, brandadvocacy, humanizing the brand, user engagement & co-creation. UGC often sparks brand advocacy where satisfied customers become brand ambassadors and voluntarily promote thebrand to their networks. When users create and share content about a brand, they are essentially endorsing it their friends, family and social media followers. This organic word to mouth marketing generated by UGC helps to build a positive brand image reaching a wider audience and gaining credibility through personal recommendations.
User Generated Content, Brand Building, Brand Reputation, Brand Image, Customer Purchase Intention
