Social Influence and Sales Conversions: The Role of Customer Experience, User-Generated Content, and Brand Perception – A Conceptual Analysis

Sriyanti Sriyanti () and Ambar Lukitaningsih ()
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Sriyanti Sriyanti: Universitas Sarjanawiyata Tamansiswa
Ambar Lukitaningsih: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 332-347 from Springer

Abstract: Abstract In the digital marketing space, the network effect, social influence, customer experience, User-Generated Content (UGC) and brand perception in making a sale has become even more important than before. In this theoretical exploration, we seek to examine the confluence of these phenomena in their ability to improve the effectiveness of marketing campaigns. Studies suggest that customer experience has a substantial impact on sales conversions by way of consumer perceptions, loyalty and purchasing habits. However, inconsistent results have been observed in the relationship between customer experience and conversions, suggesting the need to explore mediating and moderating factors like UGC and brand perception. UGC has been found to increase consumer trust and purchase intent, reinforcing brand perception. Furthermore, social influence by peer recommendation and online community interaction can strengthen the impact of UGC and brand perception on sales conversion. The TPB and the SDG framework inform this analysis in which attitudes, subjective norms, and perceived behavioral control influence consumer choice. This study aims to bridge the gap in current research by offering a comprehensive framework that integrates these variables to optimize sales conversions in the digital ecosystem.

Keywords: Social Influence; Customer Experience; User-Generated Content; Brand Perception; Sales Conversions; Digital Marketing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-626-5_25

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