The impact of user-generated content on digital community building: An evaluation of a lifestyle brand in Kano, Nigeria
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- NGN 5000
Background of the study:
User-generated content (UGC) has become a cornerstone in fostering digital communities, especially for lifestyle brands that thrive on authentic consumer experiences. This study evaluates how UGC contributes to building and sustaining a digital community for a lifestyle brand in Kano, Nigeria (Olufemi, 2023). UGC encompasses reviews, testimonials, photos, and videos created by consumers, which not only enhance engagement but also add a layer of authenticity to the brand narrative. The decentralized nature of UGC allows consumers to participate in brand storytelling, leading to a sense of ownership and loyalty (Kemi, 2024). For lifestyle brands, where community and shared values are integral, UGC serves as a powerful tool to create an interactive platform that reinforces brand identity. However, challenges such as content moderation, quality control, and potential negative feedback must be managed effectively. This study examines how UGC influences community dynamics and evaluates the mechanisms through which lifestyle brands can harness this content to foster an engaged and vibrant online community (Tola, 2025).
Statement of the problem:
The lifestyle brand in Kano experiences challenges in fully capitalizing on user-generated content to build a cohesive digital community. Although UGC has the potential to enhance brand authenticity, issues such as inconsistent content quality and insufficient engagement guidelines have led to fragmented community interactions (Ngozi, 2023). The lack of effective moderation and curation strategies further exacerbates these challenges, resulting in a digital space where negative or off-brand content can dilute the brand’s message. This gap highlights the need for a systematic evaluation of UGC practices and strategies to ensure that user contributions positively reinforce community building and brand loyalty (Yusuf, 2024).
Objectives of the study:
To evaluate the impact of user-generated content on digital community building.
To identify challenges in managing UGC for a lifestyle brand.
To propose effective strategies for leveraging UGC to foster community engagement.
Research questions:
How does user-generated content influence digital community building for a lifestyle brand?
What challenges hinder effective management of UGC?
What strategies can enhance the positive impact of UGC on community engagement?
Significance of the study:
This study is significant as it explores the role of user-generated content in strengthening digital communities for lifestyle brands. The findings offer actionable insights that can help brands enhance engagement, authenticity, and consumer loyalty through effective UGC strategies (Akinola, 2023).
Scope and limitations of the study:
The study is limited to evaluating the impact of user-generated content on digital community building for a lifestyle brand in Kano, Nigeria, and does not extend to other sectors or geographic regions.
Definitions of terms:
User-Generated Content (UGC): Content created and shared by consumers about a brand or product.
Digital Community Building: The process of fostering interaction and engagement among users in an online environment.
Lifestyle Brand: A brand that embodies a particular lifestyle or set of values, often relying on community and consumer experiences.
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