Sarah Talboom studied Communication Sciences at the Vrije Universiteit Brussel (VUB). In 2009 she graduated with a thesis entitled: ‘The influence of user-generated information on the consumer pre-buy stage’. She also holds a Bachelor Degree in Communication Management, obtained at the Katholieke Hogeschool Mechelen (KHM) in 2007. Since October 2009 she joined SMIT and the VUB as a teaching assistant at the department of Communication Studies. Educational topics include descriptive statistics, quantitative research methods and information science. She is also preparing a PhD. Main keywords are consumer and search behaviour, user-generated content, literacy, trust and credibility.