A User-Generated Content as a Driver of Trust: A Psychological Perspective on Peer Influence in Social Media

In the digital age, social media platforms have emerged as central spaces for communication, community building, and information exchange. A defining feature of these platforms is user-generated content (UGC), which significantly shapes perceptions of credibility and trust. From a psychological perspective, UGC leverages peer influence to foster trust through mechanisms such as social proof, perceived authenticity, and cognitive heuristics. Unlike traditional advertising or institutional messaging, peer-created content is often seen as more relatable, transparent, and unbiased, thereby influencing user attitudes and decision-making processes. This paper examines how psychological theories, including social influence theory, heuristic-systematic processing, and trust formation models, explain the role of UGC in strengthening or undermining trust. Furthermore, the study highlights the dual nature of peer influence: while authentic peer endorsements can enhance credibility, misinformation and manipulative behaviors within UGC can erode trust. By integrating psychological insights with social media dynamics, this perspective underscores the importance of understanding UGC as both an opportunity and a challenge in shaping trustworthy digital ecosystems.