Elon Journal - Spring 2012 - Katherine A. Mackinnon
Channel: Elon School of Communications
Date: 2012-09-14

User-Generated Content vs. Advertising:  Do Consumers Trust the Word of Others over Advertisers? 
When making purchasing decisions, consumers can be influenced by advertising and word of mouth and, more recently, by user-generated content. This study examined consumer reliance on user-generated content and consumers' trust of advertising as it relates to user-generated content and word of mouth. A survey of 90 consumers found that 66% rely heavily on user-generated content and 65% trust word of mouth on the Internet more than content produced by advertisers. This research can be used by marketers and advertisers to assist in effectively reaching their targets. Faculty mentor: Dr. Byung Lee