Examining the Influence of User-Generated Content on Brand Loyalty: Mediating Role of Customer Satisfaction in the Fashion Industry

Abstract

This study examines the impact of User-Generated Content (UGC) Engagement on Brand Loyalty (BL) and Customer Satisfaction (CS) in the Pakistani business sector. The research further explores the mediating role of Customer Satisfaction in the relationship between UGC Engagement and Brand Loyalty and the moderating effect of Perceived Online Familiarity (POF). A quantitative research design was employed, with data collected from 260 respondents using a structured questionnaire. The results, analyzed through Structural Equation Modeling (SEM), confirm that UGC Engagement significantly influences Brand Loyalty and Customer Satisfaction. Additionally, Customer Satisfaction mediates the relationship between UGC Engagement and Brand Loyalty, while Perceived Online Familiarity moderates the effect of UGC Engagement on Brand Loyalty. These findings highlight the significance of UGC as a strategic tool for enhancing customer experiences and brand loyalty in the Pakistani market. The study provides practical implications for businesses, emphasizing the importance of leveraging UGC in marketing strategies to foster strong consumer-brand relationships.