Leveraging User-Generated Content to Boost Brand Equity and Sales: A Study of Undergraduate Consumers in Sri Lanka's Food and Beverage Industry

Abstract

This study investigates the impact of user generated content (UGC) on brand equity and sales performance in Sri Lanka's food and beverage industry, with a focus on undergraduate consumers. UGC has become a significant factor in shaping consumer perceptions and behaviors according to recent marketing literature. Employing a quantitative research methodology, structured questionnaires were distributed to a sample of undergraduate students to examine their engagement with UGC related to food and beverage brands. The collected data were analyzed using correlation descriptive analysis, and statistics, regression modeling. The findings reveal strong positive correlations between UGC exposure and various dimensions of brand equity, including brand awareness, brand associations, perceived quality, and brand loyalty. Additionally, there are significant positive associations between these dimensions of brand equity and sales performance metrics. Further analysis indicates that demographic factors such as age and gender, as well as consumer behavior patterns, moderate these relationships to varying degrees. This research underscores the strategic importance for marketers in Sri Lanka's food and beverage sector to effectively leverage UGC to enhance brand equity and drive sales growth, particularly among younger consumers. The study contributes both theoretically and practically by offering insights into effective marketing strategies that leverage UGC to build stronger brands and gain a competitive advantage. Future research should explore longitudinal impacts and cross-industry comparisons to deepen the understanding of UGC's influence on brand equity and sales performance.