The Role of Consumer-generated Content in Shaping Brand Perception: A Mixed-Methods Study

Description

The Role of Consumer-generated Content in Shaping Brand Perception: A Mixed-Methods Study

Abstract

In this digital technological world, information and communication technologies (ICT) endure major transformations. The rapid development of digitalization format greatly influences media platforms. However, the marketing doesn’t seem trustworthy anymore. CGC, abbreviated as consumer-generated content, serves as a highly authentic and responsible marketing strategy. It is the process of developing or creating unpaid content according to the consumer interest in a brand, service, or product. This may include reviewing and adding photos, videos, and social media posts. It also acts as a social proof and a more genuine tactic as it comes directly from real customers. The primary goal of this research is to discover the role of CGC in shaping brand perception. It also focused on the influence factor that impacts the image and consumer behavior.

Using a mixed methodology, the study assesses how CGC affects consumer attitudes towards brands. Generally, with the help of qualitative approaches like interviews with brand managers and customers, the research provides potential insights. This helps to understand the people’s personal opinions on how this procedure aids in shaping their purchasing decisions. In addition to that, the paper utilizes surveys to gather information from people who show interest in engaging various platforms such as brand forums and social media.  Moreover, explores how the volume, credibility, and emotional tone influence the brand’s trustworthiness, quality, and authenticity.

The paper also offers strategic brands that encourage and manage consumer-generated content. The findings develop valuable suggestions for brand companies who are looking to incorporate consumer-generated content into their marketing strategies. The research concludes that digital platforms empower the consumer to share their experience and opinions. Basically, it is better to understand the impact of CGC on brand perception is crucial for marketers who are looking to leverage this powerful tool.

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