The Relevance of Content Authenticity And Consumer perceptions of User-generated and Brand-generated Content: Mixed-Methods Approach
IBIMA Business Review
The purpose of this research was to explore how user-generated content (UGC) and brand-generated content (BGC) shape and influence consumer impressions. A mixed-methods approach was used, incorporating data from an online survey (n = 171) and semi-structured interviews (n = 5). This research was grounded…





