Authenticity and Credibility in Brands’ Digital Communication: A Comparative Analysis of User-Generated Content (UGC) and Influencer-Generated Content
Filip ŽIAK – Barbara LENICKÁ
https://doi.org/10.18267/pr.2026.vol.2587.37
Abstract: The growing importance of social media is fundamentally transforming brands’ marketing communication with consumers, with user-generated content (UGC) and influencer-generated content playing a pivotal role in this process. The aim of this paper is to identify how these two forms of digital communication differ in terms of perceived authenticity and credibility, and to examine their implications for consumer responses in the online environment. The study is grounded in the assumption that UGC is typically associated with higher levels of spontaneity and social proof, whereas influencer-generated content may enhance reach and professionalise brand presentation, while simultaneously reinforcing perceptions of commercial intent. Using experimental A/B testing, the findings indicate that UGC is perceived as more authentic than influencer-generated content. Perceived authenticity was also found to positively influence brand trust, which in turn significantly predicted purchase intention. These results highlight authenticity as a key mechanism shaping consumer trust and behavioural responses in digital marketing communication. The study contributes to the literature on digital branding and provides practical implications for brands seeking to balance influencer collaborations with more organic forms of consumer-generated communication.
Keywords: authenticity, credibility, consumer trust, user – generated content (UGC), influencer marketing
JEL Classification codes: M31, M37
Fulltext: PDF
Published by: Prague University of Economics and Business, Oeconomica Publishing House
Year of publication: 2026
Online publication date: 20 May 2026
Copyright: Authors of the papers
ISBN 978-80-245-2587-7
ISSN 2453-6113
Pages 440-450