社交电商中用户生成内容(UGC)对品牌忠诚度的作用机制

The Mechanism of User-Generated Content (UGC) on Brand Loyalty in Social E-Commerce

摘要: 随着社交电商的迅猛发展，用户生成内容(以下简称UGC)在构建品牌忠诚方面发挥着越来越重要的作用。UGC具有真实性、情感性和互动性等特点，其可以通过增强消费者的信任，提高消费者参与感，增加品牌曝光，从而促进品牌忠诚。首先，UGC的真实性和可信度高于品牌自身宣传，更能提高消费者对产品的信赖。其次，UGC能够调动用户的积极性，让用户在创造、共享的同时，与品牌产生更强的感情连接。同时，社会化网络环境下UGC的扩散，也能拓展其对品牌的影响，从而获得更多的潜在消费者。通过收集、筛选和展示UGC，并通过与用户交互反馈，进一步巩固用户忠诚度。例如，小红书就是以UGC为基础，构建了活跃的社群氛围，在社群中，品牌可以参与讨论，从而增强用户对该品牌的认同感和归属感。UGC通过增强信任、情感联结、互动参与和社群建构等方式影响消费者对用户的忠诚，为品牌在竞争环境下的发展提出新的营销战略和成长途径。

Abstract: With the rapid development of social commerce, user-generated content (UGC) is playing an increasingly important role in building brand loyalty. UGC is authentic, emotional, and interactive, which can promote brand loyalty by enhancing consumer trust, increasing consumer engagement, and increasing brand exposure. First of all, the authenticity and credibility of UGC are higher than the brand’s own publicity, and it can improve consumers’ trust in the product. Secondly, UGC can mobilize the enthusiasm of users, allowing users to create and share while having a stronger emotional connection with the brand. At the same time, the diffusion of UGC in the social network environment can also expand its influence on brands, so as to gain more potential consumers. Furthering user loyalty by collecting, filtering, and displaying UGC, as well as interacting with user feedback. For example, Rednote is based on UGC to build an active community atmosphere, where brands can participate in discussions, thereby enhancing users’ sense of identity and belonging to the brand. UGC influences consumers’ loyalty to users by enhancing trust, emotional connection, interactive participation, and community building, and proposes new marketing strategies and growth paths for brands to develop in a competitive environment.