THE EFFECT OF USER-GENERATED CONTENT ON ONLINE BRAND ENGAGEMENT: A STUDY OF A HOME DÉCOR BRAND IN ABUJA.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study:
User-generated content (UGC) has become a vital component in shaping online brand engagement, offering authentic insights into consumer experiences. For home décor brands in Abuja, UGC plays a significant role in influencing brand perception and fostering community engagement. This study investigates how consumer reviews, social media posts, and customer-submitted images contribute to online brand engagement, ultimately driving trust and credibility (Ibrahim, 2023). Home décor brands leverage UGC to showcase real-life applications of their products, creating a more relatable and interactive brand narrative (Nwankwo, 2024). The incorporation of UGC into digital marketing strategies enhances authenticity and encourages active consumer participation, resulting in a more vibrant online community. Despite these advantages, challenges such as content moderation, quality control, and potential negative feedback can affect brand reputation. The research aims to critically examine the effects of UGC on brand engagement, providing insights into how home décor brands in Abuja can optimize consumer participation while mitigating associated risks. By analyzing consumer behavior and engagement metrics, the study seeks to deliver actionable recommendations that improve brand storytelling and foster sustainable online relationships (Okafor, 2025).
Statement of the problem:
Although user-generated content significantly enhances online brand engagement, home décor brands in Abuja face challenges in managing and curating this content. Negative or low-quality user submissions can adversely impact brand image, and the absence of effective moderation strategies leads to inconsistent consumer experiences (Ibrahim, 2023). Additionally, quantifying the direct impact of UGC on engagement remains difficult due to varied consumer behavior and diverse content types. This study addresses these issues by evaluating the influence of UGC on online brand engagement and identifying strategies to harness its benefits while minimizing risks (Nwankwo, 2024).
Objectives of the study:
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To assess the impact of user-generated content on online brand engagement.
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To identify challenges in managing UGC for a home décor brand.
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To propose strategies for optimizing UGC to enhance brand engagement.
Research questions:
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How does user-generated content influence online brand engagement?
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What challenges do home décor brands face in managing UGC?
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What strategies can improve the quality and impact of UGC on brand engagement?
Significance of the study:
This study is significant as it provides home décor brands in Abuja with insights into leveraging user-generated content to enhance online engagement. The findings will help brands improve authenticity, build stronger communities, and optimize digital marketing strategies, leading to sustained consumer trust and loyalty (Okafor, 2025).
Scope and limitations of the study:
The study is limited to evaluating the impact of user-generated content on online brand engagement for a home décor brand in Abuja, Nigeria. It does not address other marketing channels or geographical regions.
Definitions of terms:
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User-Generated Content (UGC): Content created by consumers rather than the brand itself.
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Online Brand Engagement: The interaction and involvement of consumers with a brand on digital platforms.
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Home Décor Brand: A company that sells products related to home decoration and interior design.
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