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ABSTRACT
This study examines the effectiveness of User-Generated Content (UGC) on brand loyalty in smartphone acquisition among students of the University of Benin. A total of 354 respondents participated in the study, with data collected through structured questionnaires. The study employed a quantitative research design, utilizing descriptive statistics and multiple regression analysis to evaluate the relationship between UGC variables—reviews and ratings, user testimonials, blog posts, and social media posts—and brand loyalty. The findings reveal that reviews and ratings (B = 0.231, p = 0.003) and social media posts (B = 0.197, p = 0.001) significantly influence brand loyalty, while user testimonials (B = 0.066, p = 0.010) have a weaker but notable impact. Conversely, blog posts and articles (B = 0.247, p = 0.363) do not significantly affect brand loyalty, suggesting that students prefer interactive and visually engaging content over long-form written reviews. Based on these findings, the study recommends that smartphone brands prioritize incentivized reviews, leverage social media-driven marketing strategies, and collaborate with student influencers to enhance engagement and strengthen brand loyalty among university students.
