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How user-generated content (UGC) influences restaurant reservations
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Resumo(s)
This thesis examines the process and level of influence of user-generated content (UGC) on
communication between companies and people in digital media. Consumers who connect
online motivate companies to explore new ways to maximize word of mouth marketing
through virtual tools, such as viral marketing. UGC is present in customer posts on social
media, in shares about their positive experiences with a company's products or services, in
reviews and comments on e-commerce sites, and also in unboxing videos, which are videos
of customers unpacking products and sharing their earnings on video platforms, and which
can create excitement around product launches, testimonials and success stories. In short,
user-generated content plays a fundamental role in the digital age, shaping brand
perceptions and influencing purchasing decisions. Many corporate Instagram posts or other
social networks still follow a static pattern, focused only on the company’s point of view,
without incorporating the user’s voice. In this context, this paper evaluates through a model
of experimental design whether restaurant reservations are affected by consumer credibility
in UGC content compared to an Instagram post. Our study used a single-factor
(user-generated content vs. traditional media methods) scenario-based, between-subjects
experiment. A total of two hundred and five Brazilian participants were recruited via social
media voluntarily. The reviews on Google proved to be essential for transforming brand
communication into something more collaborative and authentic, but they do not motivate
the purchase intention based on consumer confiability. Although mediation is not proven in
the research, it is clear that there is more purchase intent in reviews than in Instagram posts.
This type of user-generated content turns the audience into active participants in building
brand value and digital presence.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
UGC word of mouth marketing Instagram digital marketing SDG 8 - Decent work and economic growth