References
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2023). User-generated content in social media: Analyzing its effect on brand trust and brand loyalty. Journal of Retailing and Consumer Services, 70, 103110. Chen, Q., Huang, R., & Hou, B. (2020). Perceived authenticity of traditional branded restaurants : impacts on perceived quality, perceived value, and behavioural intentions. Current Issues in Tourism. https://doi.org/10.1080/13683500.2020.1776687 Chen, R., Zhou, Z., Zhan, G., & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing and Management, 15. https://doi.org/10.1016/j.jdmm.2019.100402 Chen, X., Rahman, M. K., Rana, M. S., Gazi, M. A. I., Rahaman, M. A., & Nawi, N. C. (2022). Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.760051 Chinwe, A., & Amadi, I. (2024). User-generated content and its impact on brand loyalty in emerging markets. Journal of Consumer Research, 38(2), 123-135. Chua, B. L., Kim, S., Baah, N. G., Moon, H., Yu, J., & Han, H. (2023). When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships. Journal of Sustainable Tourism. Chukwu Godswill C. & Queeneth M.S., (2024). User-Generated Contents and Brand Loyalty of Skinscare Products in Port Harcourt. South Asian Res J Bus Manag, 6(5), 324-334 Damaianti, I. (2023). Predictors of purchase decision on halal lipstick product in Bandung. Trikonomika, 22(2), 67-72. https://doi.org/10.23969/trikonomika.v22i2.10381 Dholakia, N. (2023). Consumer behavior and brand loyalty: Insights from recent research. Journal of Consumer Marketing, 40(3), 235-248. Fehrest, F., Sadry, B. N., & Pour, F. S. (2021). The effect of user-generated content on travelers’ selection of environmentally friendly guesthouses. 16, 141-155. https://doi.org/10.1108/s1745- 354220200000016010 Gómez-Carrasco, P., Rondán-Cataluña, F. J., & Reinares-Lara, E. (2023). The impact of user- generated content on brand reputation and consumer trust: A systematic review. International Journal of Market Research, 65(2), 145-162. Grewal, D., & Levy, M. (2023). Retailing management. 11th ed. McGraw-Hill Education. Hollebeek, L. D., Sprott, D. E., & Brady, M. K. (2023). The evolution of user-generated content: The role of brand communities and co-creation. Journal of Marketing, 87(2), 29-44. Huang, Z., & Benyoucef, M. (2023). The impact of digital engagement on brand loyalty: A social media perspective. Journal of Retailing and Consumer Services, 72, 102115. Igwebuike, K.C & Iyadi, R.C. (2021). Marketing and the Politics of Economic Development: The Nigeria Experience. Journal of Management Sciences, 5(2), 29–35. Iyadi, R.C & Christopher, N. C. (2022). Marketing research and organizational performance: A Study of Cadbury Nigeria Plc. International Journal of Intellectual Discourse, 221 – 233. Iyadi, R.C & Egwuenu, S.A (2017). Impact of service scape on customer loyalty in the fast food industry in Asaba. International Journal of Economic Perspective, 11(1), 30-45. Iyadi, R.C & Itimi, L. (2023). Sustainability: A focus on fast consumer moving goods firms in Nigeria. British Journal of Business and Marketing Research, 6(5), 1-17. Iyadi, R.C & Ojumude, M. J. (2023). Product positioning strategies and customer patronage. Advance Journal of Economics and Marketing Research, 8(9), 1–16. Iyadi, R.C & Ojumude, M. J. (2023). Product positioning strategies and customer patronage. Advance Journal of Economics and Marketing Research, 8(9), 1–16. Iyadi, R.C & Oruakpor, J. (2023). Services uniqueness and sales force creativity in the Nigeria Telecommunication Sector. European Journal of Marketing and Management Sciences, 6(5), 1- 12. Iyadi, R.C & Oruakpor, J. (2023). Services uniqueness and sales force creativity in the Nigeria Telecommunication Sector. European Journal of Marketing and Management Sciences, 6(5), 1- 12. Iyadi, R.C. & Sado, P. (2023). Marketing strategies and consumer purchase behaviour: A focus on manufacturing firms. Advance Journal of Business and Entrepreneurship Development, 7(5), 1- 24. Iyadi, R.C. (2023). Social media platforms and consumer purchase behaviour: A evidence from fashion industry in Nigeria. Journal of Xi’an University of Architecture and Technology, 15(6), 286–312. Keller, K. L. (2023). Strategic brand management: Building, measuring, and managing brand equity. 5th ed. Pearson Education. Kim, J., & Pham, T. (2023). The role of authenticity in user-generated content and brand loyalty. Journal of Interactive Marketing, 59, 45-60. Lemon, K. N., & Verhoef, P. C. (2023). Understanding customer experience and the customer journey: A comprehensive review. Journal of Marketing, 87(1), 33-55. Li, Y., & Xie, Y. (2023). The impact of content quality on user engagement in social media: Evidence from the beauty industry. Journal of Interactive Marketing, 60, 32-47. Ogunleye, T. (2023). Digital engagement and brand loyalty in the Nigerian skincare industry. African Journal of Business and Economic Research, 19(3), 112-130. Omar, N. A., & Amin, S. H. (2020). Impact of user-generated content on brand trust and brand loyalty in the halal food industry. Journal of Islamic Marketing, 11(6), 1559- 1578. https://doi.org/10.1108/jima-06-2019-0161 Rahman, M. S., & Fadaei, M. (2020). Halal tourism: The role of user-generated content in shaping consumer purchase intention. Tourism Review, 75(3), 441-456. https://doi.org/10.1108/TR-07- 2019-0286 Sharma, S. S., & Singh, N. (2021). Understanding the influence of user-generated content on purchase intention in the context of digital marketing. Journal of Business Research, 128, 86-97. https://doi.org/10.1016/j.jbusres.2021.01.042 Wang, X., & Zhang, M. (2020). The role of user-generated content and online reviews in building consumer trust and purchase intention. Journal of Interactive Marketing, 50, 10-23. https://doi.org/10.1016/j.intmar.2020.02.002 Xie, K. L., & Chen, H. (2020). Exploring the influence of user-generated content on customer satisfaction and loyalty in online tourism services. Journal of Hospitality & Tourism Research, 44(6), 890-912. https://doi.org/10.1177/1096348020902699 Yang, H., Song, H., Ding, Q. S., & Wang, H. (2022). Transparency, authenticity and purchase intentions: Chinese independent restaurants. International Journal of Contemporary Hospitality Management, 34(11). https://doi.org/10.1108/IJCHM-10- 2021-1290 Yuniawati, Y., Abdullah, T., & Sonjaya, A. S. (2021). The effect of perceived authenticity on revisit intention of Sundanese restaurants. In Promoting Creative Tourism: Current Issues in Tourism Research. https://doi.org/10.1201/9781003095484-78 Zhao, J., & Chen, L. (2023). Building brand communities through user engagement: A study of social media interactions in the beauty industry. Journal of Consumer Marketing, 40(2), 104-118.