MARKETING POTENTIAL OF UGC IN PROMOTING RESTAURANT SERVICES

Abstract

The modern restaurant business operates in a highly competitive environment with increasing consumer demands, necessitating the use of effective marketing tools to enhance customer loyalty and build a positive brand image. One such tool is user-generated content (UGC), which is gaining increasing importance in the context of digital communication. For the restaurant services market, it is particularly relevant to analyze the role of UGC in fostering brand trust and audience engagement, as well as to explore the mechanisms for its stimulation and effective application. The purpose of the article is to identify the key features of user-generated content as a marketing tool in the restaurant industry and to outline the ways in which it influences consumer behavior. The object of the research focuses on the marketing potential of UGC in building brand trust and motivating consumers to visit restaurants within a digital environment. The methods used in the research. The research applies content analysis to identify the main types of user-generated content disseminated through social media platforms, review websites, and other digital channels. Methods of systematization and generalization were used to determine best practices for stimulating UGC creation, particularly through gamification, contests, and loyalty programs. Research hypothesis. The active use of authentic consumer-generated content enables restaurants to boost audience engagement, strengthen brand trust, and positively influence the decision-making process regarding restaurant visits. The effective implementation of UGC strategies requires flexible content management and the development of a dialogue with the target audience. Presenting main material. Restaurants engaged in digital communication are increasingly integrating user-generated content into their marketing campaigns. The most common formats include photos and videos from customer visits, reviews on rating platforms, and social media posts tagged with the brand. A key component is fostering interaction with users by encouraging content creation through contests, rewards, and personalized brand communication. Due to its authenticity, UGC increases trust in shared information, making it a powerful marketing influence tool. The originality and practical significance of the research. This research identifies effective approaches to involving consumers in the content creation process, which contributes to long-term customer loyalty and the expansion of the customer base. Conclusions and perspectives of further research. The use of UGC in the restaurant industry proves to be an effective method of building trust and enhancing consumer engagement. Successful implementation of such strategies requires a systematic approach to content management and the development of mechanisms to motivate customers to actively interact with the brand. Further research should focus on evaluating the effectiveness of individual UGC stimulation tools and exploring the risks associated with reputational challenges.