CLASSIFICATION OF AUTHENTIC CONTENT IN THE CONTEXT OF CONSUMER TRUST

DOI: 10.31673/2415-8089.2025.043806

Abstract

The article is devoted to a topical issue in the digitalization of marketing—the systematization of
authentic content varieties in relation to consumer trust. It examines the essence of content marketing
as a shift from push to pull communication and highlights current trends in its development,
emphasizing the growing role of authenticity in digital brand communication. The author provides an
original interpretation of the concepts of “authentic content” and “authentic content marketing,”
focusing on their relevance in conditions of information overload and declining trust in traditional
advertising messages.
Theoretical models of content perception and consumer response are analyzed, including classical
and contemporary approaches that explain how communication stimuli influence cognitive, affective,
and behavioral reactions. Particular attention is paid to the role of user-generated content as one of
the most trusted forms of digital communication. The study examines the mechanisms through which
authenticity enhances credibility, engagement, and long-term consumer–brand relationships.
A classification (taxonomy) of authentic content based on the source of its creation is proposed,
comprising ten varieties: UGC (User-Generated Content), EGC (Employee-Generated Content), IGC
(Influencer-Generated Content), PGC (Peer-Generated Content), PCC (Customer-Created Content in
response to a brand’s request), BGC (Brand-Generated Content), CGC (Community-Generated
Content), CCC (Co-Created Content), TBC (Testimonial-Based Content), and SAC (Socially
Authentic Content). In addition, an expert-based ranking of authentic content types according to the
level of consumer trust is conducted, demonstrating that testimonial-based, user-generated, and peer-generated content achieve the highest trust levels.
Examples of the identified content varieties are provided, and the importance of digital platforms
for the collection, management, and strategic use of authentic content is emphasized. The proposed
classification can support businesses in developing more effective and comprehensive content
strategies, strengthening consumer trust, and increasing audience engagement in the digital
environment. Authentic content is proposed to be considered a long-term trend in the development of
digital marketing. Based on an analysis of current trends, it is suggested that the role of authentic
content in companies’ marketing strategies will continue to increase, particularly among younger
audience segments.
Keywords: content, content marketing, authentic content, user-generated content, sociallyauthentic content, consumer trust.

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