A new study by the Goa Institute of Management and Goa University suggests that the quality of user-generated social media content does not directly impact brand engagement. The research, published in the "Journal of Promotion Management," found that high-quality firm-generated content significantly boosts engagement, while user-generated content quality shows no direct influence. The study utilized the Elaboration Likelihood Model and Social Identity Theory to analyze content across platforms like Facebook, Instagram, and YouTube, aiming to clarify past contradictory findings on social media's return on investment for brands.