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@article{180083,
        author = {Prachi Dhyani},
        title = {User-Generated Content and Its Impact on Brand Perception and Purchase Intent: Evidence from Indian D2C Brands on Instagram},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {128-129},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180083},
        abstract = {This study explores the impact of user
generated content (UGC) on brand perception and 
purchase intent, focusing on Indian Direct-to
Consumer (D2C) brands—boAt, Mamaearth, and 
WOW Skin Science—on Instagram. Using a mixed
method approach involving content analysis of 
Instagram posts and a structured survey of 95 users, the 
study finds that UGC significantly enhances consumer 
trust and positively influences purchase behavior. 
Visual and relatable content, particularly by micro
influencers and actual users, generates higher 
engagement and is perceived as more authentic than 
brand-created content. These insights provide practical 
implications for D2C brands seeking to leverage UGC 
as part of their digital marketing strategy.},
        keywords = {User-Generated  Content,  Brand  Perception, Purchase Intent, Instagram, D2C Brands,  India},
        month = {May},
        }