A Review of User Generated Contents Impact on Consumer Decision

Abstract : With the rapid growth of digital platforms and e-commerce in India, User-Generated Content (UGC) has become an important factor influencing consumer decision-making. This study follows a descriptive research design using secondary data collected from various Indian research journals, published studies, and academic sources to examine the impact of different UGC dimensions on consumer decisions. The study analyses key factors such as UGC Quality, Credibility, Quantity, Valence, and Types. The findings indicate that high-quality and credible user-generated content positively influences consumer trust and reduces perceived risk, while a higher quantity of reviews acts as social proof. Balanced reviews and multiple content formats further support informed purchase decisions. The study concludes that user-generated content plays a significant role in shaping consumer decision-making in the Indian digital marketplace. Keywords: “User Generated Content (UGC), Consumer Decision making