The Impact of User-Generated Marketing on Creating Greater Audience Connections and Brand Loyalty

In times of rapid change and sustainable development in marketing, user-generated marketing has gained a considerable advantage as a powerful marketing tool to attract and interact with various targeted audiences. User-generated Content UGC gives customers a unique opportunity to participate in a brand’s growth. Hence, it creates a bridge between a brand and a customer. In addition, it establishes a sense of community between the brand and the audience. The study aimed to demonstrate the impact of user-generated marketing on creating greater audience connections and brand loyalty. The authors used a three-step approach to research. First, systematic secondary research was used to explore and analyze available materials. As a result, 83 scientific articles were carefully chosen. Second, a survey study was developed in which 157 marketing practitioners participated. Lastly, the study was conducted on a company using UGC strategies to build relationships between audiences and brands. The obtained information was then synthesized and used to develop conclusions. The results of this research are exceptional as it enables marketers to hone their campaigns based on actionable guidelines that assist in transforming user-generated content into more engagement and conversations with the brand. Brands that incorporate the power of UGC in their marketing operations can construct a more pertinent relationship with future audiences.