User-Generated-Content and Millennial Moms' Birthplace Decision-Making Process


  • Farah Raihana Ismail Department of Management and Marketing, School of Business and Economics, Universiti Putra Malaysia, 43400 Serdang Selangor, Malaysia
  • Amer Hamzah Jantan City Graduate School, City University Malaysia, 46100 Petaling Jaya Selangor, Malaysia
  • Norashida Othman Department of Economics and Financial Studies, Faculty of Business and Management, University Teknologi MARA, Puncak Alam Campus 42300 Selangor, Malaysia
  • Md Asadul Islam BRAC Business School, BRAC University, 1219, Dhaka, Bangladesh



User-Generated-Content, Decision-making Process, Experience, Information Search


Consumer reviews and experiences on UGC platforms are interoperable decision-making sources. Revolutionized UGC communication platform has changed millennial moms' birthplace decision-making process. They are rising concerns that UGC may lead to unsafe birth practices and risk the safety of the mother and baby. This preliminary qualitative study objective focused on exploring how other birth experiences shared over the UGC platform influence millennial moms' birthplace decisions. Preliminary findings identified two themes: verification and ratification and visibility and trustworthiness. The study provides in-depth information that aids policymakers, service providers, and marketers in understanding the millennial birthplace decision-making process from the consumers' perspective.


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How to Cite

Ismail, F. R., Jantan , A. H., Othman, N., & Islam, M. A. (2022). User-Generated-Content and Millennial Moms’ Birthplace Decision-Making Process. Environment-Behaviour Proceedings Journal, 7(22), 77–83.

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