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Branding through analytics: Unpacking the power of user-generated content in online retail

Author

Listed:
  • Puri, Sandeep

    (Asian Institute of Management, Philippines)

  • Ray, Arnab Kr.

    (Asian Institute of Management, Philippines)

  • Bernabe, Bernadette G.

    (Asian Institute of Management, Philippines)

  • Pradhan, Jaideep A.

    (Asian Institute of Management, Philippines)

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. This paper is also included in The Business & Management Collection which can be accessed at https://hstalks. com/business/.

Suggested Citation

  • Puri, Sandeep & Ray, Arnab Kr. & Bernabe, Bernadette G. & Pradhan, Jaideep A., 2025. "Branding through analytics: Unpacking the power of user-generated content in online retail," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 11(1), pages 87-99, June.
    • Handle: RePEc:aza:ama000:y:2025:v:11:i:1:p:87-99
    as

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    More about this item

    Keywords

    user-generated content; brand image; consumer trust; digital marketing; online retail;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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