The Impact of User-Generated Content on Brand Perception in Food Delivery Services

Abstract

In this study, we examine how user-generated content (UGC) influences brand perception in the context of food delivery services. Because online reviews, social media posts and other forms of UGC have become more influential in shaping consumer behaviour, knowing their role in building trust and informing purchase decisions is imperative. This research utilises a mixed-methods approach drawing on quantitative surveys, qualitative interviews and case studies of leading food delivery platforms (e.g., Uber Eats, DoorDash, Grubhub). Results show that user-generated content (UGC) is a key driver of consumer trust, especially when this content is perceived as authentic and credible. Moreover, social media outlets such as Instagram and review websites such as Yelp, were deemed by consumers as the most effective in terms of stimulating engagement and purchase intent. Instead, it points to a compelling need for active management of UGC, as both good and bad content are essential and influential factors in consumer perception and brand allegiance. The study offers valuable implications for food delivery companies leveraging UGC to build consumer trust, enhance brand image and strengthen their competitive positioning in the marketplace.

Keywords: User-Generated Content, Consumer Trust, Consumer Perception, Social Media, Competitive Positioning

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