Published Paper Details:

The impact of user-generated content (UGC) on fashion branding has significantly increased in the current digital era. The primary objective of this research endeavor is to examine the impacts that user-generated content (UGC) has on fashion brands, Pantaloons, Zudio, and H&M in particular. The objectives of this study encompass the following: examination of the diverse manners in which user-generated content (UGC) molds the image and identity of fashion brands; evaluation of the dynamic impact that UGC exerts on consumer engagement and purchase intent; investigation of the technological factors that impact UGC generation; scrutiny of the precise UGC strategies employed by these renowned brands; and assessment of the efficacy of UGC in augmenting online traffic and reach. To achieve these objectives, a mixed-methods approach is implemented, incorporating qualitative and quantitative research methodologies. The qualitative aspect involves conducting an extensive review of the literature and deriving conclusions from scholarly journals and theoretical frameworks. In addition, the quantitative component entails the implementation of surveys to gather empirical data on consumer behaviors, preferences, and attitudes toward user-generated content (UGC) in the fashion industry. This research aims to offer significant perspectives on the complex correlation between fashion brands and user-generated content (UGC) on the internet. The objective of this research is to elucidate the mechanisms and tactics through which user-generated content (UGC) impacts the success and competitiveness of fashion brands in the digital age.