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An Analysis of User-Generated Content and Its Impact on E-Commerce

*By Mr. Harshwardhan Joshi, Dr. Gazala Yasmin Ashraf **, and Dr. Tushar Ranjan Sahoo ***
*Student, BBA | **Professor | ***Assistant Professor
Amity Business School, Amity University Chhattisgarh
Email: harshwardhanjoshi264@gmail.com; gyashraf@rpr.amity.edu

Abstract

User-Generated Content (UGC) has become a cornerstone of modern e-commerce strategies, influencing consumer behavior, trust, and brand perception. This paper investigates the role of UGC in the Indian e-commerce landscape, analyzing its impact on purchase decisions, customer loyalty, and brand authenticity. Through a mixed-method approach, including surveys and secondary data analysis, the study explores various UGC formats such as reviews, testimonials, and influencer content. The findings indicate that UGC significantly enhances consumer trust and engagement, though challenges related to content authenticity and privacy concerns persist. The paper concludes with strategic recommendations for e-commerce platforms to leverage UGC effectively while addressing these challenges.

Keywords

User-Generated Content, E-Commerce, Consumer Behavior, Trust, Brand Perception, India