The Role of User-Generated Content in Enhancing Brand Image for Cosmetic Products

Abstract

User-generated content (UGC) has become a crucial element in digital marketing strategies, particularly in the cosmetic industry. This study explores how UGC influences the brand image of cosmetic products by analysing existing literature, industry trends, and case studies. Findings indicate that UGC enhances credibility, customer loyalty, and brand identity through authentic and relatable content. This research highlights the potential of leveraging UGC to create a positive brand image, with recommendations for integrating UGC strategies into marketing campaigns and loyalty by fostering authenticity and relatability.