THE INFLUENCE OF SOCIAL MEDIA INTENSITY ON UGC TOWARDS LOCAL PRODUCT

Consumer-created and -shared content online is known as user-generated content (UGC) and has the potential to sway the purchasing decisions of other users.Businesses are relying more and more on user-generated content (UGC) as a result of the fast-paced evolution of new technologies.This study seeks to provide light on the ways in which the quality of usergenerated content (UGC) impacts its legitimacy, the usefulness of its information, and consumers' desire to buy online.also look at how product involvement acts as a moderator.For this empirical study, surveyed 350 social media users.To examine the data and check the theories, this paper utilized SPSS and Amos.The findings show that there is a positive association between UGC interaction quality and purchase intention, and this relationship is mediated