A Study on Relationship Between User-Generated Content and Trust in Emerging Brands

Abstract

User-generated content (UGC) can play a significant role in building trust among new brands. UGC refers to any type of content created by consumers about a product, service, or brand, such as reviews, ratings, photos, videos, and social media posts. When potential customers are researching a new brand, they are likely to look for reviews and feedback from other users to gauge the brand's reputation, reliability, and quality. UGC can provide social proof and offer an authentic perspective of the brand, which can be more persuasive than promotional content created by the brand itself. In addition, UGC can also demonstrate that the brand values and cares about its customers by providing them with a platform to share their experiences and opinions. Brands that actively engage with UGC and respond to customer feedback can build stronger relationships with their audience and foster a sense of community. UGC can be a powerful tool for new brands to establish trust and credibility with potential customers, as it provides social proof, authenticity, and a platform for customer feedback and engagement. User-generated content (UGC) has become increasingly prevalent and influential in the modern digital landscape. As more and more consumers turn to online platforms to research and purchase products, UGC has emerged as a key driver of brand trust and credibility. However, while there is some research on the impact of UGC on brand trust, there is a lack of studies specifically examining the role of UGC in building trust for new brands. As new brands lack a track record of customer satisfaction, it is important to understand whether and how UGC can help these brands establish trust and credibility with potential customers. Therefore, the motivation to conduct research on this topic is to investigate the role of UGC in building trust among new brands. This research can provide valuable insights for marketers and brand managers on how to leverage UGC to establish brand reputation and gain a competitive edge in the marketplace. Additionally, this research can contribute to the broader literature on UGC and its impact on consumer behavior and brand perceptions.