Är betald UGC det nya sättet att göra reklam på?

Sammanfattning: Title: Is paid UGC the new way to market? Seminar date: 2024-01-11 Authors: Linnea Bengtsson, Sara Melgar, Madeleine Tran Advisor: Clara Gustafsson Key words: Brand attitude, Brand Equity, Trust, UGC, FGC Research questions: How does paid UGC affect customers’ brand attitude in relation to brands within the makeup industry? How does paid UGC affect makeup brands Brand Equity and CBBE? Purpose: The purpose of this study is to investigate how paid UGC affects young adults’ brand attitudes towards makeup brands and how the makeup brands’ Brand Equity is affected by paid UGC. Methodology: This study was constructed through a quantitative method by a survey that was sent out to the authors’ networks and 94 responses were of use. Furthermore, hypotheses were used to use a deductive method. Theoretical perspectives: The study takes an approach on brand attitudes, trust, Brand Equity and Customer-Based Brand Equity. Results: One out of three hypotheses could be accepted. Conclusions: The conclusions were that we could see tendencies to positive brand attitudes towards makeup brands that used paid UGC to market their products, and the UGC-creator’s authenticity plays a large role in how brand attitudes are affected. Another conclusion is that the brands’ Brand Equity are affected positively by paid UGC with frequent users of makeup by an increase in brand awareness and popularity.