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All Journal Jurnal Sinar Manajemen Ganaya: Jurnal Ilmu Sosial dan Humaniora Patria Artha Management Journal YUME : Journal of Management Journal La Bisecoman Jurnal Manajemen dan Organisasi Review (MANOR) Pinisi Business Administration Review Journal La Sociale JUSTIAN - Jurnal Sistem Informasi Akuntansi Jurnal Pengabdian kepada Masyarakat Bina Darma Brilliant International Journal of Management and Tourism (BIJMT) Journal Online Manajemen ELPEI (JOMEL) Journal of Management and Social Sciences International Journal of Economics and Management Research Journal of Management and Administration Provision Journal of Universal Community Empowerment Provision Journal of Education Review Provision Journal of Social Commerce Innovative: Journal Of Social Science Research The Scientia Journal of Financial issues Jurnal Ekonomi, Bisnis, dan Humaniora POMA JURNAL Journal of Management and Informatics Jurnal Manajemen dan Ekonomi Terapan Journal of Authentic Research JER International Journal of Economics, Business and Innovation Research Journal Development Manecos Brilliant International Journal of Management and Tourism International Journal of Economics and Management Research
Nurmadhani Fitri Suyuthi
Universitas Fajar
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Journal : Journal of Social Commerce

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Strategic Use of User Generated Content for Consumer Engagement in Online Retail Kahfi, fahrul; Suyuthi, Nurmadhani Fitri
Journal of Social Commerce Vol. 4 No. 2 (2024): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v4i2.112

Abstract

The present research explores the managerial implication of employing User-Generated Content (UGC) to boost the consumer interactions in the web retail industry. Following a quantitative research method, cross-sectional data were obtained from 1,200 consumers through an online survey that measures their encounter with UGC, perceived trust level, engagement, and sales. The study shows that UGC specifically in the form of reviews and photos have a positive impact on the key engagement metrics such as website dwell time, repeat visitation ratio, and conversion ratios which prove the fact that UGC plays an important role in the digital marketing strategy. However, the study also established that UGC is only effective if it is well managed based on content selection, responding to negative messages, and compliance with ethical issues including the respect of consumer privacy and product author’s copyright. The study also reveals that there are variations in consumers’ UGC engagement by demographics: more particular, young consumers are more actively involved than other consumers, which calls for specific actions. These findings enrich the knowledge about UGC in the context of digital consumer behaviour and offer practical suggestions for online retailers that want to employ UGC to develop trust and sales in a more saturated market. Further research needs to be conducted with respect to the future of UGC due to continuous technological advancements like artificial intelligence and augmented reality among others that are likely to continually change consumption activities.
Co-Authors A, Abdul Samad Abdul Muhid, Abdul Abdul Samad Abdul Samad A Agriyani, Dody Agsal, A. Asih Yustiana Agung Firmansyah Agusman, Agusman Alam, Ryan Saputra Alamsah, Andi Nour Alauddin Alauddin, Alauddin Alda Novitasari Amaliah Amaliah Anne Abdul Rahman Anne Abdul Rahman Anne Abdurrahman Arief, Abd Samad Arif, Nina Fapari Arifin, Adnan Astriya, Delly Bakri, Abdul Majid Basri Basri Bidol, Syamsuddin Dede Puspa Pujia Djabar, Sadly Abdul fitriana, ika Fitriani, Mustaani Fungsiawan Fungsiawan Fungsiawan Ghofar, Fahri Rozani Haerani, Nurul Hamid, Mulyadi Hamid, Siti Hardiyanti Mustaina Hapdayani, Hapdayani Hasniaty, Hasniaty Hatta, Mohammad Haya, Rachmatan Heni Nurhayati Hipzi Rahmadin Noor Hurian Kamela Indriati Amirullah Indriati Amirullah Intan Dyah Pravita Ipmawan, Ipmawan Kahfi, Fahrul Kamarulah, Kamarulah Katriani, Ariska Nova Khaeriyah Khaeriyah Khaeriyah Khaeriyah Kirana, Andi Candra Layuk, Sofyan Patrich Linggi, Tiara Titania Marliana Marliana Megawati - Mohammad Hatta Alwi Muh. Farid Dwi Saputra Muhamad Aji Permana Putra Muhammad A Muhammad Chaerul Muhammad Suryana Muin, Sri Andrianti Mujahid Mujahid Mujahid, Mujahid Mulianti, Esa Muliyadi Hamid Muliyadi Hamid Mutmainna, Mutmainna Nikolas Fajar Wuryaningrat Nur Alim Djalil Nurini, Sri Hesti Nurjannah Nurjannah P, Maysius Pangerang, Andi Facrul Rainfil, Rainfil Ramadani, Triska Rasmika, Rasmika Razak, Darmianti Ridwan, Ridwan Risdianto Risdianto, Risdianto Rosnaini Daga Rr Dian Anggraeni Rusman, Muh. Khairil Said, Asri Samayo, M. Rio Saputro, Lukasiwan Eddy Sepdiansar, Risal Serah, Kapreli Shine Pintor Siolemba Patiro Siswan, Siswan Sri Adrianti Muin St. Rukaiyah Steviani Batti Sudarmini Syam Surahman, Irmadanah Susilowati Susilowati Syahrul Syahrul Syamsul Riyadi Tamrin Tamrin Tamsil, Erni Tiara Erika Amalia Tiara Erika Amalia Triska ramadani Veranita, Veranita Vieronicha Lyu Sipanghona Yahya, Adibah Yasmi, Yasmi Yusiresita Pajaria Yusri Yusri