Generation C: content, creation, connections and choice

This paper reports the findings from an in-depth, exploratory research project designed to understand how consumers create, use and behave in response to content on consumer review websites.

Generation C: content, creation, connections and choice

Mariann Hardey

University of Durham

Introduction

This paper reports the findings from an explorative, qualitative research project that was designed to understand how consumers use and make decisions based on content provided by members of a consumer review website. Websites such as TripAdvisor, Epinions and Yelp have become increasingly important sources of product and service ratings, recommendations and opinion, where these are based on the experiences of consumers. The focus of the research is on the behaviour of consumers who have grown up with digital media, or Generation C, who constitute a significant part...

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