The impact of UGC on consumer behavior and making purchase decisions

The article is an analysis of the user-generated content (UGC content) concept and its various types. The author examines statistical data demonstrating the level of user confidence in UGC and its role in the purchase decision-making process. As a result of the study, material was obtained, the analysis of which allowed us to draw a number of conclusions about increasing the level of trust in the brand, customer involvement, SEO optimization, and reducing marketing costs through user-generated content.