Research by: Sandeep Puri, Arnab K. Ray (DBA 2027), Bernadette G. Bernabe (DBA 2027), and Jaideep A. Pradhan (DBA 2027)
Abstract
This paper examines the role of user-generated content (UGC) in shaping brand image and fostering trust within the e-commerce industry. The study reveals that UGC significantly influences consumer decision-making processes, contributes to brand equity formation, and is a critical trust-building mechanism in online retail environments. The analysis also identifies several research gaps, including the need for additional studies on UGC’s long-term effects, cross-platform UGC dynamics and cultural differences in UGC perception and creation. Drawing on these insights, we propose managerial implications for leveraging UGC effectively in e-commerce strategies. These include developing holistic, cross-platform UGC approaches, focusing on long-term brand equity building, adapting strategies to cultural contexts, balancing algorithmic curation with transparency, and harnessing UGC for product innovation. The paper contributes to the growing body of literature on digital marketing and e-commerce while providing actionable insights for practitioners navigating the evolving landscape of online retail.
Keywords: user-generated content, brand image, consumer trust, digital marketing, online retail
To cite this article: Puri, S., Ray, A. K., Bernabe, B. G., & Pradhan, J. A. (2025). Branding through analytics: Unpacking the power of UGC in online retail. Applied Marketing Analytics, 11(1), 87-99–13. https://doi.org/10.69554/ORYY7276
To access the article: https://doi.org/10.69554/ORYY7276
About the journal
| Applied Marketing Analytics is a leading professional journal that publishes in-depth, peer-reviewed articles focused on the measurement and analysis of marketing performance to enhance effectiveness and strategic impact.
The journal maintains a strict no-advertising policy, and all content undergoes rigorous peer review to ensure it delivers practical, actionable insights for marketing professionals and decision-makers. |
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| Publisher | Henry Stewart Publications LLP |
| Review System | Peer-reviewed |
| Chartered Association of Business Schools Academic Journal Guide 2024 | Not Ranked |
| Scimago Journal & Country Rank | h-index: 7 | SJR 2024: 0.181 |
| Scopus | Citescore: 1.0 |
| Australian Business Deans Council Journal List | Not Ranked |
| Journal Citation Reports (Clarivate) | Not Ranked |
