Customer Behaviour On Synthesising Of Firm Generated Content And User Generated Content Along The Dimensions Of Trust: A Literature Review

Abstract

With the advancement in Digitisation and Internet technologies encompassing internet availability, accessibility, connection speeds, and affordability, there is a wealth of information. The availability of Firm Generated Content (FGC) and User Generated Content (UGC) gave rise to a melting pot wherein the information was not controlled by any one person or entity. Everyone had an equal opportunity to own, post, edit information- a reflection of democratisation of information.

The ascent of Social Media (SM) against the backdrop of increased penetration of Smartphones has led individuals to create online communities. The ability of these communities to express opinions / viewpoints based on personal experiences or of those around them have given a whole new dimension to consumer influence. More importantly, each one of us had an equal chance to either influence others or be influenced by them.