User-Generated Content and Influencers: A Systematic Review of Social Marketing Research

What is this article about?

This article presents a systematic review of scientific literature on user-generated content (UGC) and influencer marketing, analyzing how these phenomena are used in brand strategies and identifying research gaps. Conducted by Romero-Rodríguez and Castillo-Abdul, it highlights the risks, benefits, and future directions of UGC and Unofficial Brand Ambassadors in digital marketing.

Why is it important?

This article explains that brands now rely on users and influencers to co-create their image, often beyond their control. It is crucial to understand both the motivations behind UGC and the uncontrolled spread of brand narratives, which may lead to misinformation or reputational risks.

Key Findings: The state of UGC and influencer research

1. Research gaps in video formats

Most studies focus on text and images, with very few analyzing videos, reels, or podcasts, despite their growing influence.

2. Two main UGC motivations

• Intrinsic/personal: enjoyment, self-expression, social bonding.

• Extrinsic/economic: payment, product exchange (typical in influencer marketing).

3. Unofficial Brand Ambassadors are under-researched

Users who promote brands without contracts pose branding risks and credibility challenges. These include:

• Misrepresentation of product use.

• Spread of inaccuracies.

• Association with inappropriate audiences or crises.

Influencers vs. Traditional Endorsers

This article explains that influencers differ from celebrities by being perceived as peers, especially by millennials and centennials. Their engagement power and authenticity make them more effective—but harder to control.

Impacts of influencer marketing:

• Improves purchase intention and brand visibility.

• Enhances trust through native advertising (e.g., unboxing, reviews, product placements).

• Relies on platforms like Instagram, TikTok, YouTube, and Twitch.

Practical Implications for Brands

• Ensure branded content is clear, replicable, and aligned with values to guide reuse by unofficial ambassadors.

• Develop monitoring protocols to detect and manage reputational risks.

• Prioritize storytelling and experience-sharing over traditional ads in digital campaigns.

FAQs

Q: What is UGC in marketing?
A: Content created by users about a brand, either voluntarily or through incentives, often shared on social media.

Q: Who are unofficial brand ambassadors?
A: Users who share brand content without a formal agreement—potentially beneficial or harmful depending on context.

Q: Is influencer content more effective than brand-generated content?
A: Often yes. Influencer posts are perceived as more authentic and can boost purchase behavior.

Q: What are the risks of UGC for brands?
A: Misuse, misinformation, loss of control over brand narrative, and reputation damage.