Abstract

This study explores the impact of User-Generated Content (UGC) on brand attitude and purchase intention for the foreign-owned catering brand Domino’s Pizza in China. Based on four key UGC variables—usefulness, enjoyment, credibility, and interactivity—the research constructs a model through literature review and questionnaire analysis. The results indicate that usefulness and credibility significantly positively influence brand attitude, while interactivity and enjoyment show no significant impact. Brand attitude, in turn, significantly positively affects purchase intention. Additionally, using netnographic methods, the study examines the forms, content, and consumer engagement behaviors related to UGC on the social media platform "Xiaohongshu" (Red). It finds that UGC is predominantly presented as a combination of text and images, with content focusing on product recommendations, reviews, and promotional information. Consumers tend to trust UGC more than corporate advertisements, as this trust stems from the authenticity and non-commercial nature of UGC creators. The study recommends that companies emphasize the authenticity and usefulness of UGC, enhance brand awareness through high-quality content and active engagement, and ultimately boost purchase intentions.

Keywords: 

User-Generated Content (UGC), brand attitude, purchase intention, social media marketing, Domino’s Pizza

Issue

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