THE INFLUENCE OF UGC ON VIEWING BEHAVIOR AND USER ENGAGEMENT ON THE LEMON8 APPLICATION
Keywords:
User-Generated Content, Lemon8, User Engagement, Social Media Marketing, Social ProofAbstract
This research focuses on (1) studying the types and formats of User-Generated Content (UGC) that appear on the Lemon8 platform, and (2) comparing the influence of different forms of UGC on reach and engagement. This study uses experimental-based research method. The data is collected from UGC written in Lemon 8 in image format. The target audience is Gen Y and Gen Z, females, and aged between 18 and 40 years.
The findings reveal that among the five content categories, review-type content—particularly in food and travel categories—achieve the highest levels of reach and engagement, followed by skincare and beauty. The self-development, user-generated category yields the lowest degree of effectiveness. Key success factors of effective UGC include content that is relatable to daily life, credibility from real user experiences, authentic images, and easily searchable keywords. The results support the concept of social proof and indicate that brands should encourage and highlight UGC creation to enhance brand credibility and foster customer loyalty.
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