A classification of user-generated content into consumer decision journey stages.

In the last decades, the availability of digital user-generated documents from social media has dramatically increased. This massive growth of user-generated content has also affected traditional shopping behaviour. Customers have embraced new communication channels such as microblogs and social networks that enable them not only just to talk with friends and acquaintances about their shopping experience, but also to search for opinions expressed by complete strangers as part of their decision making processes.