User-Generated Content (UGC) and Firm-Generated Content (FGC): Evaluating Customer Loyalty Towards Iphone Pro

User-Generated Content (UGC) and Firm-Generated Content (FGC): Evaluating Customer Loyalty Towards Iphone Pro

User-Generated Content (UGC) and Firm-Generated Content (FGC) are both digital advertising forms utilized by companies and consumers to increase brand awareness and communicate brand identity. However, minimal research has been conducted to determine the most suitable for generating brand loyalty among Filipino consumers, regardless of industry. A comparative study between FGC and UGC was implemented to discover the most effective strategy that can generate brand loyalty in the mobile phone industry, focusing on the brand Apple, specifically its iPhone product line. This study also aims to analyze the effectiveness of each digital advertising content through identified independent factors, specifically Perceived Credibility, Perceived Enjoyment, and Utilized Platform. Furthermore, this study examines how these factors can increase repurchase and customer retention among Filipino consumers. The researchers conducted quantitative research through online survey questionnaires disseminated through purposive sampling with a 95% level of confidence and a 5% margin of error. The chosen participants are composed of at least 385 respondents who are Apple product users and residents of the National Capital Region, Philppines, limiting to those aged 25 to 44 years old, known as Millennials – an age segment proven to be purchasers of Apple products. Through the application of Structural Equation Modeling (SEM), the researchers conclude that both UGC and FGC significantly influence repurchase decisions. However, in terms of generating customer loyalty, UGC is the best advertising strategy. This is supported by the most influential factor, Perceived Credibility. The findings of this study are beneficial for the future marketing efforts of the technology industry.