User content as a tool for forming brand loyalty in the digital environtment

Abstract

The article analyzes the existing experience of building brand communications with consumers on the Internet. It is shown how these communications form loyalty through the use of various types of user content, as one of the key factors in maintaining high brand positions in the market. At the same time, the brand focuses on building long-term relationships with its consumers. With the help of communications, the ideology of the relationship between the brand and the consumer is created, and brand values are promoted.

The main types of user-generated content are considered and the ways to use it are described. The features and benefits of different types of user content are highlighted, such as: increasing brand confidence; the formation of an emotional connection; use of social proof; stimulating viral marketing; cost reduction in promotion; strengthening SEO promotion; product improvement; improving the quality of service. The benefits described lead to increased reach and formation of loyalty.

In the article, the author shows how loyalty is formed based on the use of various types of user-generated content (comments, reviews, photo and video reviews, unpacking, posts in social networks, discussions, contests, polls), what benefits it brings to the brand, and how this content can be used for building relationships with consumers. The relationships built in this way form a lasting and lasting emotional bond between consumers and the brand.