- KR Bharat
- 2025-12-28
New Delhi: A study by the Goa Institute of Management (GIM) in collaboration with Goa University has found that high-quality firm-generated social media content drives brand engagement, whereas user-generated content (UGC) does not directly influence it.
The research examined how the quality and credibility of social media content—from both brands and users—affect brand equity and consumer engagement online. It highlights that brand credibility and equity are the key drivers for meaningful engagement, rather than relying solely on user-generated content.
