Abstract
Gone are the days when a buyer used to depend solely on the product marketing team to know what's good about a product or product features. With the advent of social media, product purchase has become democratic with product buyers, product users are vocal about reporting back their experience about the product. According to Forrester, "buyers will spend more time on web pages that have social content than those that don't" and "user-generated content has significant influence on a buyer's purchase decision." The research doesn't lie- User Generated Content (termed as UGC) is more effective at driving purchase intent and brand loyalty than any other media. To create engaging, authentic customer experiences, companies should weave UGC throughout their owned websites, showcasing the voices that consumers trust the most: their own.
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