Branding through analytics: Unpacking the power of user-generated content in online retail
Abstract
This paper examines the role of user-generated content (UGC) in shaping brand image and fostering trust within the e-commerce industry. The study reveals that UGC significantly influences consumer decision-making processes, contributes to brand equity formation and is a critical trust-building mechanism in online retail environments. The analysis also identifies several research gaps, including the need for additional studies on UGC’s long-term effects, cross-platform UGC dynamics and cultural differences in UGC perception and creation. Drawing on these insights, we propose managerial implications for leveraging UGC effectively in e-commerce strategies. These include developing holistic, cross-platform UGC approaches, focusing on long-term brand equity building, adapting strategies to cultural contexts, balancing algorithmic curation with transparency and harnessing UGC for product innovation. The paper contributes to the growing body of literature on digital marketing and e-commerce while providing actionable insights for practitioners navigating the evolving landscape of online retail. This paper is also included in The Business & Management Collection which can be accessed at https://hstalks. com/business/.
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Author's Biography
Sandeep Puri is a professor at the Asian Institute of Management, where his research interests include marketing strategy, customer relationship management and sales management. His work has appeared in various publications, including the Harvard Business Review, Journal of Business Ethics and the European Journal of Marketing. He is a case method influencer/facilitator for Harvard Business Publishing, and the first Asian (outside Harvard) to have over 100 publications listed with Harvard Business Publishing. Ivey Publishing awarded him the Bestseller Case Award for 2021–22, 2022–23 and 2023–24.
Arnab Kr. Ray is a transformational leader with over 25 years of experience in global business process outsourcing (BPO) and contact centre operations, specialising in Six Sigma, digital transformation and process excellence. His expertise spans strategic consulting, operational turnaround and customercentric innovation. He holds an EMBA from the Asian Institute of Management and is currently pursuing doctoral research into the role of artificial intelligence ecosystems in outsourcing, with a focus on driving the BPO industry’s shift from a cost centre to revenue enabler. He has received multiple industry awards for leadership and innovation and continues to influence industry transformation.
Bernadette G. Bernabe is a marketing communications leader with over 30 years of experience working with global brands across the FMCG, pharmaceutical, quick-service restaurant (QSR), automotive, and other industries. She leads her own marketing communications firm, aligning business strategy with emerging technologies to deliver measurable impact. Bernadette holds an Executive MBA from the University of California, Los Angeles and the National University of Singapore, and completed the Digital Business Leadership Program at Columbia Business School. Currently pursuing a DBA at the Asian Institute of Management, her research focuses on artificial intelligence adoption and its performance impact in marketing organizations.
Jaideep A. Pradhan has 36 years of management experience in the hospitality, telecom and BPO/shared services industries. He started his career with the Taj Group of Hotels and worked with Bharti Telecom and Dell before joining EXL Service Inc., Philippines. Jaideep obtained his EMBA from the Asian Institute of Management, and has also completed an advanced management programme at Harvard Business School. He is currently pursuing a DBA at the Asian Institute of Management, where his research focuses on the ethical implications of generative artificial intelligence in customer relationship management and its impact on brand perception.
Citation
Puri, Sandeep, Ray, Arnab Kr., Bernabe, Bernadette G. and Pradhan, Jaideep A. (2025, June 1). Branding through analytics: Unpacking the power of user-generated content in online retail. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 11, Issue 1. https://doi.org/10.69554/ORYY7276.
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