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

Sandeep Puri, Arnab Kr. Ray, Bernadette G. Bernabe and Jaideep A. Pradhan
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Sandeep Puri: Asian Institute of Management, Philippines
Arnab Kr. Ray: Asian Institute of Management, Philippines
Bernadette G. Bernabe: Asian Institute of Management, Philippines
Jaideep A. Pradhan: Asian Institute of Management, Philippines

Applied Marketing Analytics: The Peer-Reviewed Journal, 2025, vol. 11, issue 1, 87-99

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/.

Keywords: user-generated content; brand image; consumer trust; digital marketing; online retail (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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