A recent study by Entribe found that user-generated content (UGC) impacts consumers

 

A recent study by Entribe found that user-generated content (UGC) impacts consumers' purchasing decisions far more than influencers.  According to the survey, 86% of respondents said they would be more inclined to trust a brand that publishes UGC than one that relies on influencers.    The survey found that only 12% of respondents said that an influencer would affect their decision to purchase a product.  62% of respondents reported never purchasing a product promoted by an influencer.   Perhaps an even more surprising finding is that 42% of those who did buy a product endorsed by an influencer said they were unsatisfied and regretted the purchase.  Aside from UGC, respondents said their purchasing decisions were also swayed by friends, family, and others in their immediate circle, with 90% saying so.