The Effect of Social Media User-Generated Content on Brand Loyalty.

Abstract

This study looks at how social media user-generated content (UGC) affects brand loyalty among Certified Public Accountants (CPAs) registered with Tanzania's National Board of Accountants and Auditors (NBAA). Specifically, it investigates how three elements of UGC credibility, utility, and risklessness influence members' commitment to the NBAA brand. Using a quantitative research design, data were obtained from 337 CPA holders via a structured questionnaire. SPSS was used for descriptive and regression analyses, while SMARTPLS was used to investigate the hypothesized correlations through Structural Equation Modeling (SEM).The findings demonstrated that all three UGC qualities have a favorable and significant impact on brand loyalty, with credibility standing out as the biggest predictor. These findings indicate that professional associations, such as the NBAA, can increase member loyalty by promoting trustworthy, usefulness, and low-risk user-generated material on their social media platforms. Practical ideas include encouraging members to share their success stories, increasing peer participation, and building effective systems to monitor and regulate misinformation. The study adds to the expanding body of literature on digital communication and professional branding by demonstrating how user-generated content (UGC) may be used as a strategy to increase member trust and loyalty over time.