@article{gabelaia2026relevance,
  title = {The Relevance of Content Authenticity  And Consumer perceptions of User-generated  and Brand-generated Content: Mixed-Methods Approach},
  author = {Ioseb GABELAIA and Sopiko GABELAIA},
  year = 2026,
  url = {https://ibimapublishing.com/articles/IBIMABR/2026/152768/},
  journal = {IBIMA Business Review},
  volume = 2026,
  pages = 14,
  doi = 10.5171/2026.152768,
  abstract = {The purpose of this research was to explore how user-generated content (UGC) and brand-generated content (BGC) shape and influence consumer impressions. A mixed-methods approach was used, incorporating data from an online survey (n = 171) and semi-structured interviews (n = 5). This research was grounded in the authenticity framework. The results revealed that UGC was perceived as more authentic, leading to higher levels of trust and stronger consumer–brand associations. Relatable peer experiences were also found to be more persuasive than polished brand messaging. In contrast, BGC was more effective in strengthening brand identity and maintaining consistent brand narratives, especially when aligned with user feedback. The interview results further emphasized the importance of balancing brand-controlled content with authentic user voices to maximize positive consumer impressions. The results emphasize the need for brands to nurture and strategically develop UGC by leveraging its perceived authenticity. At the same time, BGC should establish transparency and genuinely serve consumer interests. This research delivers practical insights for marketing and brand practitioners aiming to integrate UGC and BGC to strengthen consumer impressions.},
  keywords = {Marketing, Content Marketing, User and Brand-generated Content, Brand Authenticity, Digital Marketing},
  note = Article ID: 152768
}