User-generated social media content has no direct impact on brand engagement: B school study

NEW DELHI: (Dec 28) User-generated social media content quality does not show a direct influence on engagement for brands, a new study by the Goa Institute of Management (GIM) has pointed out.

The study conducted in collaboration with the Goa University, Taleigao, has addressed a key gap in marketing literature by examining how social media content quality and source credibility from brands and firms and users translate into brand equity and online engagement.

The research published in the prestigious "Journal of Promotion Management", provides insights on "which type of content, Firm-Generated Content (FGC) or User-Generated Content (UGC), actually drives brand engagement and builds brand equity".