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Social media users have become a factor not considered previously by marketing, until the user-generated content phenomenon appeared to change the way in which marketing is carried out through social media. With the purpose of describing how marketing is enhanced by user-generated content trend, a non-experimental mixed investigation was carried out, based on the documentary technique to achieve the results, through a review of literature and specialized web pages that explored the subject since 2006, to delimit the findings to the last four years (2020-2023), a period in which the most recent trend is marked. The results address the influence of user-generated content, concluding that companies specialized in marketing are aware that consumers trust more in own people organic reviews than those created by companies, so this content should be used to promote the brand.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
