User Generated Content is, essentially, content generated by users. This can range from writing reviews or comments on a website or product down to tracking Internet usage or behaviours. According to Cook (2008), they can be split into two types of users - passive or active.
Hundreds of sites now allow customers to review products after purchase for the convenience of future customers. Popular sites include eBay and Amazon, and this is only increasing day by day.
In terms of the online supermarket industry, many firms are currently focusing on reviews for their non-grocery products. One such company is ASDA, who launched this back in 2009 on products such as clothing, electronics and homeware. Not only will this mean genuine reviews for customers from other customers, it will also give the company an insight into how customers rate products as well as giving them a view on what customers want out of the product.
(source: http://www.brandrepublic.com/news/917654/)
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