USER-GENERATED CONTENT AND CONSUMER BRAND ENGAGEMENT

Discussions surrounding the significance of user-generated content (UGC) and consumer brand engagement have garnered growing interest among scholars, industry professionals, marketing strategists, and business executives. The concept of UGC emerged prominently in the 21st century with the development and expansion of Web 2.0 technology. Web 2.0 is distinguished by its innovative features, including openness, user participation, and the facilitation of content creation and sharing. This technological evolution transformed how people interact, enabling users to produce and share personalized content online rather than merely consuming existing material. This chapter aims to explore the impact of UGC on consumer brand engagement and examine its implications for customer experiences and organizational marketing strategies