In today’s digital world, consumers no longer depend only on advertisements when making purchase decisions. Instead, they actively look at reviews, ratings, and experiences shared by other users online. This study explores how User-Generated Content (UGC) influences consumer buying behaviour and decision-making. Since UGC is created by real users, it is often seen as more genuine and trustworthy than traditional marketing. The research is based on data collected from 200 respondents in Coimbatore using a structured questionnaire, along with information from various secondary sources. The study uses simple analysis and statistical tools to understand how consumers perceive and rely on UGC. The findings show that UGC plays a major role in building trust and confidence among consumers, especially through ratings, reviews, and verified feedback. Overall, the study highlights that businesses can benefit greatly by encouraging genuine customer content and using it effectively to connect with their audience.
B et al. (Sun,) studied this question.