A groundbreaking study from the Goa Institute of Management (GIM) has delivered crucial insights for brands navigating the complex world of social media marketing. The research, conducted in collaboration with Goa University, Taleigao, challenges conventional wisdom by finding that the quality of user-generated content (UGC) does not directly influence online engagement for brands.
Bridging the Gap in Marketing Knowledge
Published in the prestigious Journal of Promotion Management, this study addresses a significant gap in existing literature. While past research on the topic has often yielded contradictory results, the GIM team sought clarity. The study uniquely analyses both Firm-Generated Content (FGC) and User-Generated Content (UGC) within a single framework, testing theories across major platforms like Facebook, Instagram, and YouTube that consumers use daily.
Associate Professor Saswat Barpanda explained the core objective to PTI. The aim was to determine which type of content truly drives brand engagement and builds brand equity, providing actionable data for real-world marketing strategies.
Key Findings: Where Quality and Credibility Matter
Employing established psychological models—the Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT)—the researchers gained deep insight into how consumers process brand content. This approach revealed why reactions vary based on a user's level of personal identification with a brand.
The team's findings were clear and impactful:
- High-quality firm-generated content significantly boosts social media brand engagement.
- The quality of user-generated content shows no direct influence on engagement levels.
- Both FGC and UGC can influence customer-based brand equity, but with a critical difference: only the source credibility of firm-generated content enhances brand equity; the credibility of UGC does not.
Perhaps the most crucial discovery is the role of brand equity. The study identifies it as a full mediator. This means social media content first builds brand equity, and it is this strengthened equity that subsequently drives consumer engagement.
Strategic Implications for Brands and Marketers
Professor Barpanda emphasized that the research validates a fundamental principle: consumers engage with brands when they identify with them and process content meaningfully. Brands must therefore focus on strengthening identity and trust before expecting substantial engagement.
"Not all social media content is born equal," Barpanda stated. "High-quality brand-created content builds trust and identity, resulting in brand engagement. Professional, credible content still wins the consumer's mind and heart, even in the era of user-generated content."
Professor Nandakumar Mekoth highlighted the practical applications. The insights empower brands to draft communication strategies that prioritize high-quality FGC designed to connect emotionally. Investing in visually engaging content like tutorials or product explainers can forge stronger emotional connections and more meaningful audience interactions.
This one-of-its-kind research, which uses primary data from real consumers across multiple platforms, offers valuable guidance for a wide range of industries. From tourism and FMCG to retail and consumer services, brands can leverage these findings to improve campaign performance and make smarter, more strategic digital advertising investments.
