The Influence of Social Proof and User-Generated Content (UGC) on Brand Perception through Consumer Trust among Digital Consumers
DOI:
https://doi.org/10.21009/ISC-BEAM.013.191Keywords:
User-Generated Content, consumer trust, brand image, Digital MarketingAbstract
Abstract
This study investigates the impact of Social Proof and User-Generated Content (UGC) on brand perception among digital consumers, with a particular focus on the mediating role of consumer trust. As digital platforms become central to consumer interactions, Social Proof—such as product reviews, testimonials, likes, and shares—has emerged as a powerful factor shaping consumer decisions and enhancing brand credibility. Similarly, UGC, which includes consumer-generated content like photos, videos, and honest product reviews, provides an authentic perspective often viewed as more trustworthy than traditional brand-generated content. These digital peer influences play a pivotal role in modern brand perception, as consumers increasingly seek real, relatable experiences when assessing brand value. This research employs a quantitative approach, targeting digital consumers in the Jabodetabek area to examine how Social Proof and UGC contribute to brand perception through the intermediary of consumer trust. By analyzing survey data, this study aims to reveal the extent to which trust, fostered by Social Proof and UGC, can strengthen brand perception and consumer loyalty. The findings are anticipated to provide valuable insights into digital marketing strategies, underscoring the importance of peer recommendations and user-generated authenticity in building trusted consumer-brand relationships. Ultimately, this research seeks to guide marketers in optimizing digital strategies that resonate with the expectations and trust preferences of today’s digital consumers.
Keyword: Social Proof; User-Generated Content; Consumer Trust; Brand Perception; Digital Consumers; Digital Marketing
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