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

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.                                                                                                          Keywords: user-generated-content; decision-making process; experience; information search eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7i22.4151