UGC quality does not directly drive engagement for brands on social media

New Delhi: The research, conducted in collaboration with Goa University, examines how content quality and source credibility from both brands and users translate into brand equity and online engagement. The findings have been published in the Journal of Promotion Management.

The study compares firm-generated content (FGC) and user-generated content (UGC) across Facebook, Instagram and YouTube, aiming to address conflicting conclusions in earlier research on whether social media investments deliver measurable brand outcomes.

“The study attempts to bring clarity to this ongoing debate by analysing both content types together within a common framework and testing them across multiple popular platforms,” Saswat Barpanda, Associate Professor, said.

To understand how consumers process brand content, the researchers used the Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT). Barpanda said this helped explain differences in how audiences react depending on how strongly they identify with a brand.

According to the study, high-quality firm-generated content significantly increases brand engagement on social media. In contrast, the quality of UGC does not show a direct influence on engagement.

The research also found that both FGC and UGC influence customer-based brand equity. However, only the source credibility of brand-created content strengthens brand equity; the credibility of UGC does not.

Brand equity, the researchers said, works as a full mediator. This means content builds brand equity first, and that equity then drives engagement.

“Consumers engage with brands when they identify with them and process content meaningfully. Brands need to focus on strengthening brand identity and trust before expecting substantial engagement results,” Barpanda said.

Nandakumar Mekoth, Professor, GIM, said the findings can help brands prioritise high-quality firm-generated content that connects emotionally with audiences. He added that visually engaging formats such as tutorials and product explainers can build stronger connections and lead to more meaningful interactions.

The researchers said the insights apply across sectors including tourism, FMCG, retail and consumer services, and can help brands make more strategic digital advertising choices.