The Influence of User-Generated Content on Brand Trust and Consumer Purchase Intentions

Essay aus dem Jahr 2019 im Fachbereich BWL - Customer-Relationship-Management, CRM, , Sprache: Deutsch, Abstract: This study investigates the multifaceted relationship between User-Generated Content (UGC), brand trust, and consumer purchase intentions. In an era dominated by digital communication, traditional marketing messages are increasingly challenged by the authenticity and influence of content created by consumers themselves. This paper employs a comprehensive meta-analysis of existing academic literature, industry reports, and publicly available data to synthesize key findings and identify overarching trends. The research aims to answer the following questions: (1) How does UGC impact the level of trust consumers place in a brand? (2) What is the relationship between brand trust and subsequent purchase intentions in the context of UGC? (3) What factors moderate the effect of UGC on consumer behavior? The findings suggest a strong positive correlation, where UGC significantly enhances brand trust, which in turn leads to a higher likelihood of purchase. However, the study also reveals that the impact of UGC is moderated by factors such as the type of content (e.g., reviews vs. social media posts), the perceived authenticity of the creator, and the product category. This research contributes to the marketing management literature by providing a synthesized view of the current state of knowledge and offering practical implications for marketers seeking to leverage the power of UGC.