Leveraging user generated content for enhanced customer journeys: Analyzing its impact on ewom influence in FMCG brands

AbstractThis topic focuses on the dual role of User Generated Content in enriching the customer journey and amplifying eWOM's impact within the FMCG industry. It examines how User Generated Content acts as a bridge between consumer experiences and brand narratives, influencing decision-making processes at various stages of the customer journey. The manuscript highlights specific examples of User Generated Content applications, such as unboxing videos, user reviews, and social media tags, that contribute to the overall customer experience.The research further analyzes the quantitative and qualitative impacts of User Generated Content on eWOM, providing data-driven insights into its role in shaping consumer opinions and fostering brand loyalty. It discusses how FMCG brands can leverage advanced analytics to map the influence of User Generated Content across touchpoints, enabling targeted marketing strategies that maximize eWOM's reach and efficacy. The study concludes by emphasizing the importance of User Generated Content in creating a more engaging, customer-centric approach to brand communication in the FMCG space.