Abstract:
The study was conducted to find the comparative effect of market-generated content and marketgenerated content on university students. The study was conducted in qualitative nature, and an interview of 10 students was undertaken to investigate the research questions. The responses to the interviews were analyzed using the hermeneutic process. The research confirmed that students use market-generated content as primary sources of information in decision making, and user-generated sources of information serve as secondary sources that are used by the students to confirm their decisions. Based on a majority of reviews, both the types of sources were found credible, however market generated content was found more credible as compared to the user generated content. Keywords: Market-Generated content, User-generated Content, Social Media Communication, University Students
