User Generated Content (UGC) to Visit and Purchase Intention: Literature Review
User Generated Content (UGC), Visit Intention, Purchase Intention
-
Christine Christine
*
Universitas Sumatera Utara,
Indonesia
- Syafrizal Helmi Situmorang Universitas Sumatera Utara, Medan, Indonesia
- Beby Karina Fawzeea Sembiring Universitas Sumatera Utara, Medan, Indonesia
Abstract
Traditional communication and marketing methods are no longer adequate in the digital age, where various
platforms have emerged, allowing easy access to interconnected information and products. The presence of
new media, facilitated by technology and the internet, has changed the way individuals and groups interact
globally. Social media, one of the leading media platforms, allows users to share data, photos, and videos; as
a result, user generated content (UGC) has emerged. The methodology applied in this article is a systematic
literature review using academic journals and conference proceedings. The purpose of this literature review is
to gain a broad understanding of UGC. The findings of this review highlight the positive relationship between
UGC and visit intention such as in travel accommodation choices, particularly in booking eco-friendly
lodging and product purchase intention.
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