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-generated content on social media and for online reviews website at an ever-growing pace. Our research aims to investigate consumers' trust in online reviews and comments in social communication channels and
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comments in social communication channels and how recent developments in online AI-based tools impacted it, in order to better understand how consumers perceive and interpret information obtained from
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comments in social communication channels and how recent developments in online AI-based tools impacted it, in order to better understand how consumers perceive and interpret information obtained from
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comments in social communication channels and how recent developments in online AI-based tools impacted it, in order to better understand how consumers perceive and interpret information obtained from