The Role of User Generated Content (UGC) in Selection of Eating Place Among Generation Z

Abstract

User-generated content (UGC) is a media content created or produced by the general public rather than paid professionals and primarily distributed on the internet. The recommendations from UGC can help increase levels of trust among Generation Z in selecting an eating place. Therefore, this study aimed to examine the role of UGC in selecting an eating place among Generation Z. When it comes to finding information, Generation Z appear to have embraced many sites for identifying user-generated media when deciding to choose an eating place. 384 respondents participated in this study which was conducted through WhatsApp, Facebook, Instagram and others. This study focused on Generation Z in Malaysia, born in 1997 until 2012. The results showed that source credibility, viral content, and trust significantly and positively influence the selection of eating places.