The Impact of User-Generated Content (Ugc) On Brand Trust and Purchase Intent In the Age of Social Media

Abstract

This study explores the complex interaction between user-generated content (UGC) and how it affects customers' intent to buy and brand trust in Bangalore. Given the ubiquitous impact of social media platforms and the digital landscape, it is imperative for marketers and businesses operating in today's dynamic market climate to comprehend the ways in which user-generated content (UGC) impacts customer behaviour and perception. The study uses a thorough technique that includes the distribution of structured questionnaires to 500 respondents in Bangalore city in order to obtain primary data. A representative dataset for analysis is ensured by the sample's inclusion of a range of demographics. Correlation tests, regression analysis, and analysis of variance (ANOVA) are statistical methods used to investigate the connections among UGC exposure, brand trust, and purchase intent. ANOVA results, regression coefficients, and correlation coefficients will all be highlighted in the detailed presentation of the analysis's findings. Insights into how marketers and companies may use user-generated content (UGC) to improve brand trust, sway purchase intent, and interact with customers on social media platforms will be shared during the discussion of these findings. This study adds to the body of information already in existence by offering concrete data on the influence of user-generated content in a particular urban setting, such as Bangalore. The results hold practical significance for marketers as they can formulate focused approaches that leverage UGC's ability to establish brand credibility, stimulate buy intent, and cultivate significant customer connections in the digital era.