Abstract:

Purpose - Despite authenticity's significance in consumer engagement, current literature has not thoroughly explored the blended impact of UGC and BGC on consumer perceptions. The purpose of this research is to explore how UGC and BGC form and impact consumer impressions.

Design/Methodology/Approach - This research used quantitative and qualitative methods to explore the extent to which UGC and BGC synergistically form and impact consumer impressions. Insights were extracted from online survey (n = 171) and interviews (n = 5). Moreover, this research was grounded in the authenticity framework.

Findings - The results indicated that UGC was more authentic, promoting higher trust and stronger consumer-brand associations. Moreover, relatable peer experiences surpassed smooth brand messaging. In contrast, the results showed that BGC was more impactful in reinforcing brand identity and producing consistent narratives, particularly when aligned with user feedback. Hence, the interview results demonstrated the need for balanced brand content with user voices to maximize consumer impressions. The result stressed the need to promote and develop UGC to use its perceived authenticity. Similarly, brands must ensure the content reflects transparency and authentic consumer interests. Therefore, an optimal blend of UGC and BGC can strengthen positive brand impressions and consumer trust.