IMPACT OF USER GENERATED CONTENT UGC AND FIRM GENERATED CONTENT FGC ON BRAND TRUST, BRAND IMAGE, PERCEIVED QUALITY AND BRAND LOYALTY IN THE PAKISTANI FASHION INDUSTRY

Abstract

Driven by digital platforms like Instagram, Facebook, and TikHub, Pakistan's fast expanding fashion sector has fundamentally changed the mechanics of consumer-brand interactions. User-generated content (UGC) and firm-generated content (FGC) are more important in this changing digital terrain in determining consumer impressions, brand trust, and finally brand loyalty. With an emphasis on the mediating roles of brand trust and brand image as well as the moderating influence of perceived product quality, the present study attempts to investigate the effects of UGC and FGC on brand loyalty in the framework of the Pakistani fashion sector. The study posits that UGC, including customer reviews, ratings, and social media posts, and FGC, such as official brand communications and promotional content, have distinct but interconnected impacts on brand loyalty. The findings are expected to highlight the importance of both factual and emotional content in enhancing consumer engagement, trust and loyalty. Additionally, the moderating influence of perceived quality and the mediating functions of brand trust and brand image will be analyzed to provide a detailed comprehension of how digital content fosters brand loyalty. This study enhances academic literature by addressing deficiencies in the comprehension of digital content's influence on brand loyalty in developing countries, specifically within Pakistan's fashion sector. The research will provide actionable insights for fashion businesses, instructing marketers on how to use both UGC and FGC to cultivate deeper, more loyal customer connections in a more digital landscape. The results are particularly important for comprehending how external influences affect customer behavior and the efficacy of content in creating brand views and loyalty.