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

Farah Raihana Ismail; Amer Hamzah Jantan; Norashida Othman; Md Asadul Islam

doi:10.21834/ebpj.v7i22.4151

Authors

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

DOI:

https://doi.org/10.21834/ebpj.v7i22.4151

Keywords:

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

Abstract

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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