Systematic Review on Authenticity, Engagement and UGC inOnline Consumer Brand Perception
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Abstract
This study presents a systematic literature review on the influence of
authenticity, engagement, and user-generated content (UGC) on brand
perception and purchasing behavior in digital environments. Based on
the selection and analysis of 145 articles published over the past five years, the research identifies patterns, relationships, and knowledge gaps regarding how these variables enhance trust, loyalty, and emotional affinity towards brands. Findings show that UGC, particularly when
perceived as authentic, boosts engagement and emotional resonance,
a phenomenon further strengthened by micro-influencers and coherent, transparent social media management strategies. Additionally, the study examines drivers and barriers to online purchasing, the role
of micro-moments in impulsive decisions, and the value of key performance indicators (KPIs) for assessing the impact of digital actions.
The work proposes an analytical framework integrating authenticity,
interaction, and UGC as strategic pillars for designing effective and
sustainable campaigns.
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