User Generated Content and Social Media Platforms in Digital Marketing: Determinants of Perceived Value and Travel Information Trust

Consumers utilize social media sites to share information, photographs, and videos. Social media has transformed the way tourists look for, read, handle, and trust information, and it has also made it easier for them to create destination information. Tourists create social media content by reading, using, and sharing information before to, during, and after their vacation. Tourists can use User Generated Content (UGC) to share information and make travel selections. Customers increase the free data accommodated potential travelers with respect to new markets, new subjects, and sensitive concerns by sharing travel encounters through content, images, and videos. Customer feedback via UGC is quick, current, and accessible from anywhere, and it is a form of word-of-mouth in the digital age. Because they want to be satisfied with their vacation planning decision, potential customers spend time reading online reviews and communicating with other travelers. As a result, it’s critical to protect consumers’ privacy and trust when they exchange trip information. However, further research on consumer behavior, particularly in terms of trust-based features, privacy concerns, and other related issues, is needed. As a result, the goal of this article is to investigate the elements that influence users’ perceived value and trust in obtaining travel-related information through social networking sites. Regression Analysis was used to examine data acquired from Facebook users who provided travel information. This research contributes to the behavior of users of social networking sites and offers management implications for increasing the acquisition of travel information from these services.