What is non marketing controlled information source?

Non-marketing controlled information sources refer to information that consumers gather from external channels that are not directly influenced by companies or marketers. This includes sources like reviews from other consumers, news articles, social media discussions, and Word-of-mouth recommendations. These sources can significantly impact a consumer's perception of a product or service, as they are often seen as more credible and trustworthy than marketing messages. Consumers typically rely on these sources to make informed purchasing decisions.