How User Generated Content Impacts Consumer Engagement

Social media posts are full of potential for brands to get free advocacy. The purpose of this paper is to make brand managers and firms understand how important is User Generated Content. This paper examined the significance of User Generated Content (UGC) in Brand Management and how it could influence brand attitude and purchase intention. The benefits of UGC includes offering an effective channel of communication with users in an affordable and timely manner have been reviewed. To understand the User Generated Content better we created content, posted in Instagram and studied how consumers engaged with the post. A questionnaire survey was done with a sample size equal to the number of people who liked that post & correlation analysis was done using SPSS. From the analysis, it was evident that the post for informing, co-creating and co-communication influences strongly & moderately the purchase intention of the consumer respectively and pioneering influences weakly the brand attitude of the consumer. Therefore, the User Generated Content helps in informing, pioneering, co-communicating and co-creating a brand.