Velisia Visiana Matra, Daniel Tumpal Hamonangan Aruan

Analysis of the Effect of Firm-Generated Content (FGC) and User-Generated Content (UGC) on Brand Trust and Perceived Value mediated by Social Media Brand Engagement (SMBE): Empirical Study on Residential Property in Indonesia

Introduction

Analysis of the effect of firm-generated content (fgc) and user-generated content (ugc) on brand trust and perceived value mediated by social media brand engagement (smbe): empirical study on residential property in indonesia. Analyze FGC & UGC impact on brand trust, perceived value, and social media brand engagement (SMBE) for Indonesian residential property. Boost digital marketing.

Abstract

This study aims to explore the impact of User Generated Content (UGC) and Firm Generated Content (FGC) on brand engagement in social media, referred to as Social Media Brand Engagement (SMBE), as well as their effects on brand trust, consumer satisfaction, and perceived value. The research employs a quantitative approach, collecting data through surveys involving 369 respondents sampled from followers of residential property brand accounts and residential property influencer accounts in Indonesia. The findings indicate that both UGC and FGC have a significant positive influence on brand trust and perceived value, with SMBE serving as a mediator in these relationships. However, the results also reveal that Social Media Influencer Endorsement does significantly moderate the relationship between FGC and SMBE, and Self-image Congruence does significantly moderate the relationship between UGC and SMBE. The results of this study provide practical guidance for companies in the property sector to leverage UGC and FGC in their marketing strategies. By understanding the importance of brand engagement in social media, companies can enhance their relationships with consumers and achieve better outcomes in digital marketing.

Review

This study presents a timely and relevant investigation into the critical roles of Firm-Generated Content (FGC) and User-Generated Content (UGC) in shaping consumer perceptions within the significant context of the Indonesian residential property market. The clear objective of exploring the intricate relationships between these content types, Social Media Brand Engagement (SMBE), brand trust, consumer satisfaction, and perceived value is well-defined and addresses a gap in the literature concerning high-involvement purchases in a specific regional context. The quantitative methodology, employing a substantial sample size of 369 respondents, lends credibility to the empirical findings and ensures a robust basis for analysis. The core findings are particularly insightful, demonstrating that both FGC and UGC exert a significant positive influence on brand trust and perceived value, critically mediated by SMBE. This highlights the indispensable role of active consumer engagement on social platforms in translating content exposure into tangible brand outcomes. Furthermore, the identification of significant moderating roles for Social Media Influencer Endorsement (on FGC-SMBE) and Self-image Congruence (on UGC-SMBE) adds a sophisticated layer of understanding. These moderation effects indicate that the effectiveness of different content types is not uniform but contingent on specific contextual and psychological factors, providing nuanced theoretical contributions. The practical implications derived from these results are substantial, offering direct and actionable guidance for property companies. The emphasis on leveraging both FGC and UGC, alongside strategic approaches to influencer collaboration and fostering environments that encourage user-generated narratives aligned with consumer self-perception, is highly valuable for enhancing digital marketing strategies. While the abstract mentions consumer satisfaction in the aims, further elaboration on its specific findings or pathways in the full paper would complete the picture. Overall, this research makes a commendable contribution to the understanding of digital marketing strategies in the property sector, offering robust empirical evidence to guide practitioners in leveraging social media for enhanced brand relationships and business outcomes.

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