Consumers' Perception towards User-Generated Content

Abstract

The study examines consumers' perception of User-Generated Content (UGC) in the Rayalaseema region of Andhra Pradesh, focusing on trust and credibility factors. Using factor analysis, two key dimensions emerged: trust and credibility. A sample of 230 respondents was surveyed to understand the influence of UGC on consumer decision-making. The findings indicate that consumers place significant trust in UGC, perceiving it as credible and reliable. The study contributes to understanding how regional factors shape perceptions of UGC, offering valuable insights for marketers and businesses aiming to leverage consumer-generated content in their strategies.