The Power of 21st century consumer narratives: a qualitative study of Nyaradzo’s user-generated content and brand reputation: a case study of Nyaradzo Group.
- Author
- Bhodyera, Faith
- Title
- The Power of 21st century consumer narratives: a qualitative study of Nyaradzo’s user-generated content and brand reputation: a case study of Nyaradzo Group.
- Abstract
- The study explored the influence of 21st century consumer narratives on brand reputation. Nyaradzo Group was used as a case study. With the rise of user- generated content (UGC) on digital platforms the research aimed to examine how consumer-shared experiences impact Nyaradzo’s brand image and how the company responds to these narratives. A qualitative case study design approach was employed using customer reviews and employees to gather data in Harare. Purposive sampling was used to select participants. The data was analyzed using ATLAS.ti which helped to identify key themes from the narratives. The results of the study showed that UGC significantly shapes Nyaradzo’s reputation with positive content enhancing trust and loyalty. The study also found that responsiveness and engagement with consumers are crucial for managing brand reputation. It was concluded that, consumer narratives are a powerful force in the digital era. The study recommend that Nyaradzo should invest in digital monitoring tools, proactive communication and build trust through meaningful online engagement. Further research was suggested to assess similar effects in other sectors.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- 21st Century
- Consumer Narratives
- Brand Reputation
- User Generated Content
- Supervisor
- Dr. T. Dube
- Item sets
- Department of Marketing
- Media
-
Bhodyera, Faith.pdf