Abstract:

The purpose of this study is to understand the uses and influence of online consumer generated content -online consumer reviews and recommendations- on decision making. An exploratory case study method was used. Semi-structured interviews were conducted with a participant who is an expert consumer on using online information sources. The study showed different aspects of online consumer reviews and recommendations. These information sources help consumers overcoming barriers during the information search. They also shifts control of market knowledge from suppliers to consumers and empower consumer. However, because of the deficient, conflicting and disorganized nature, they also create consumer confusion and information overload. Because of its exploratory nature, the findings of this study should be interpreted as a starting-point for further research.

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