Abstract :

User generated contents are any type of contents which are created and shared by the customers voluntary through any digital platforms from their experiences with the product or service. User generated contents make positive or negative impact to the business. So user generated content acts as both opportunity and challenge to the business. In this study the researcher is aimed to study the customer’s perception on user generated contents in digital media. Both primary and secondary data are used. Primary data are collected from 26 males and 24 female respondents. Primary data is analyzed using descriptive statistics, independent sample t test and one way ANOVA. The results of the study revealed that respondents are perceived that user generated contents are reliable, informative, builds trust, helps to take purchase decisions, user generated contents are authentic and relevant. And this study also tested the influence of demographic factors like gender and age on the perception of customers on user generated contents on digital media.

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Keywords :

Customer perception, Digital media; User generated content.

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References :

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