Credibility Perceptions of User Generated Content

S. Murugan, Dr. P.S. Nagarajan


Social media users generate a large volume of user generated content in various social media platforms to share their experiences in using a brand or a service. In the travel industry, the user generated content reviews are used by the prospective travellers to decide their travel plans. In the 1950’s credibility research of the media was started when television was introduced as a new media in the world dominated by newspapers. In the Social Media platforms, the credibility assessment is much more complex as the content could get disconnected from the original source of information as the information gets disseminated. The article reviews the credibility issues surrounding the user generated content very specific to the hospitality and tourism industry.


Social Media, User Generated Content (UGC), eWord of Mouth (eWOM), Credibility

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