Merchandising/Marketing/Retailing: Management

The Impact of Brand-related User-Generated Contents (UGC) on Luxury Brand Evaluations: The Moderating Role of Perceived Influencer-Consumer Fit 

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Abstract

The study explored the impact of content sponsorship (sponsored vs. organic brand-related UGC) on consumers’ brand evaluations in the luxury fashion context, focusing on Instagram influencers. Drawing on the Persuasion Knowledge Model (PKM), it examined how content sponsorship influences brand attitudes, brand image, and overall brand equity, and the moderating effect of perceived influencer-consumer fit (ICF). Results from a one-way MANOVA of 135 young consumers revealed that organic posts generated significantly higher brand attitudes than sponsored posts, though effects on brand image and equity were insignificant. Perceived ICF further moderated the relationship between content sponsorship and brand attitudes, showing higher evaluations when influencers resonated with consumers. Findings suggest that organic UGC by relatable influencers fosters favorable brand attitudes. Luxury brands should leverage influencers who align with their audience to enhance digital marketing outcomes. Future research should expand beyond young U.S. consumers for broader insights.

Keywords: User-Generated Contents, Perceived Influencer-Consumer Fit, Luxury Brands

How to Cite:

Bettle, T. A. & Watchravesringkan, K., (2025) “The Impact of Brand-related User-Generated Contents (UGC) on Luxury Brand Evaluations: The Moderating Role of Perceived Influencer-Consumer Fit ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18724