AUTHENTICITY IN DIGITAL MARKETING: A COMPARATIVE STUDY OF USER-GENERATED AND IN-HOUSE BRANDED CONTENT ON INSTAGRAM IN FOSTERING CONSUMER TRUST AND LOYALTY FOR LICIOUS IN BENGALURU

<p>In today’s digitally empowered era, authenticity plays a pivotal role in establishing consumer trust and loyalty, particularly on social media platforms such as Instagram. This study investigates the comparative impact of in-house branded content and User-Generated Content (UGC) in fostering consumer trust and loyalty for Licious, a leading Bengaluru-based Direct-to-Consumer (D2C) meat retail brand. Leveraging Licious’s strong online presence and active customer engagement, the research explores how perceptions of content authenticity influence consumer-brand relationships. A mixed-methods approach was adopted, combining quantitative data from structured questionnaires with qualitative insights from interviews conducted with Licious marketing professionals. Data was gathered from Licious consumers and Instagram users in Bengaluru to assess their perceptions of content authenticity, emotional resonance, and the resulting effects on brand trust and loyalty. Preliminary assumptions, based on existing literature, suggested that UGC—being peer-generated and relatable—would have a more significant influence on consumer trust and loyalty compared to company-created branded content. The findings support this, revealing that consumers are more inclined to trust and remain loyal to brands that showcase genuine user experiences over polished corporate messaging.This study contributes to the growing body of literature on digital consumer engagement and authenticity in marketing, offering practical insights for D2C brands aiming to strengthen consumer trust through strategic content marketing. This research adds to the literature on digital consumer engagement as well as authenticity in marketing, providing actionable findings for D2C brands intending to build consumer trust through strategic content marketing that resonates, involves and creates meaningful bonds with the consumers.</p>