User-Generated Content and Brand Engagement in the Fashion Industry

Background: The understanding and evaluation of brand engagement through social media have become topics of major interest for both academics and marketers since
the birth of online networking. Despite significant levels of research, little consideration has been given to the social influence of user-generated content (UGC) in social brand engagement. The aim of the current study is to explore the social impact of UGC on social and consumer brand engagement by virtue of social media and to explore the
role played by UGC in the creation of social influence for brand engagement.
Objective: The study looks at the types of SMUs as well as their interactions which can create, exchange and consume brand related UGC and how this leads to SBE and CBE in a fashion retail context. In doing so, it explores the social influence of such brand-related content on other SMUs, which promotes CBE in social media settings.
Method: The study postulates the existence of social realities as consistent with social
constructivism, with multiple realities of social influence outlined on the basis of ontological relativism. To fulfil the proposed objectives, research data were gathered
from 32 participants using specific inclusion criteria, purposive sampling technique and
a semi-structured interview method. Thematic analysis was then used to extract four major themes.
Findings: The research reveals that SMUs create, share and exchange UGC for various motivational purposes, such as to achieve social responsibility, to share experiences, to stay connected and updated to share rewards and to serve as opinion leaders. Various types of UGC participants were identified with differing objectives in terms of their use of UGC. These types are passive participants, creators, criticisers, and collectors/consumers. The study uncovered many social influence factors that can increase the effectiveness of UGC. These social influence factors are social trust, content expertise, relevance and product usage.
Originality: The current study is the first to theoretically conceptualise “user�generated content and social consumer brand engagement” through a social constructivist epistemological and relativist ontological approach in the context of UK fashion retailing. This study differentiates social and consumer brand engagement through the application of social influence theory. On the bases of social influence
theory, this research suggest that identification and internalization types of social influence can enhance social engagement. While compliance type of social influence
can create consumer brand engagement on social media. The study applies and extends social influence theory in the context of social and consumer brand engagement across social media platforms.