THE INFLUENCE OF USER-GENERATED CONTENT ON BRAND REPUTATION AND TRUST

Abstract

User-generated content (UGC) has emerged as a pivotal force in the digital marketing landscape, reshaping brand reputation and trust. This research paper investigates the dynamic interplay between UGC and its influence on brand perception. Through a comprehensive analysis of literature, survey data, and empirical research, this study aims to elucidate the multifaceted relationship between UGC exposure, authenticity, valence, source expertise, diversity, platform choice, and emerging UGC platforms on brand reputation and trust.