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
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- Recommended for :
- NGN 5000
Background of the study:
User-generated content (UGC) plays an increasingly vital role in shaping brand narratives and enhancing online engagement. Home décor brands in Abuja are leveraging UGC to build authenticity and foster community among consumers. This study examines how consumer-created content, such as reviews, photos, and social media posts, influences brand engagement by increasing trust and fostering interactive communication (Obi, 2023). UGC can serve as a form of social proof that encourages potential customers to connect with the brand, resulting in heightened engagement levels and increased sales (Ekene, 2024). However, managing UGC presents challenges, including quality control and content moderation, which may impact the overall brand image. The research seeks to understand the mechanisms through which UGC contributes to online brand engagement and to identify best practices for incorporating consumer content into digital marketing strategies. By analyzing engagement metrics and sentiment data, the study aims to provide practical recommendations for home décor brands striving to optimize their digital presence through effective UGC integration (Ibekwe, 2025).
Statement of the problem:
Despite the recognized benefits of user-generated content, home décor brands in Abuja face difficulties in effectively harnessing UGC to enhance online brand engagement. Issues such as inconsistent content quality, lack of proper moderation, and challenges in aligning UGC with brand messaging lead to mixed consumer perceptions (Obi, 2023). Additionally, the absence of standardized methods for measuring UGC’s impact complicates the assessment of its true value. These challenges necessitate a detailed investigation into how UGC can be managed to maximize engagement while maintaining brand integrity (Ekene, 2024).
Objectives of the study:
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To evaluate the impact of user-generated content on brand engagement.
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To identify challenges in managing UGC effectively.
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To recommend strategies for optimizing UGC in digital marketing.
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 enhance the integration of UGC into marketing efforts?
Significance of the study:
This study is significant as it provides insights into leveraging user-generated content to boost online brand engagement. The findings will assist home décor brands in Abuja to create a more interactive and trustworthy digital presence, ultimately driving sales and customer loyalty (Ibekwe, 2025).
Scope and limitations of the study:
The study is limited to assessing the effect of user-generated content on online brand engagement for a home décor brand in Abuja, Nigeria, excluding other content sources.
Definitions of terms:
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User-Generated Content (UGC): Content created by consumers about a brand.
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Online Brand Engagement: The interaction between a brand and its audience on digital platforms.
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Digital Marketing: The promotion of products using digital channels and technologies.
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