Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/335032 
Authors: 
Year of Publication: 
2025
Series/Report no.: 
IU Discussion Papers - Business & Management No. 17 (Dezember 2025)
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract: 
The digitalized communication landscape has revolutionized consumer purchasing behavior, with User Generated Content (UGC) playing a central role. UGC significantly influences the customer journey, particularly in the phases of awareness, consideration, and purchase. The use of AI in UGC is viewed as particularly critical, as consumers may perceive artificially generated content as inauthentic or unreliable, thereby intensifying the so-called "uncanny valley" effect. Companies must understand the dynamics of UGC and respond to the increasing presence of AI-generated content in order to foster trust and purchase intention. This study explores the importance of authenticity in UGC and the challenges of dealing with AIgenerated content in the context of digital consumer behavior.
Subjects: 
User Generated Content
Customer Journey
AI-generated Content
Uncanny Valley Effect
Consumer Behavior
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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