Figure 6.
The conceptual model presents a progression from Inputs and Antecedents to Content typologies, Processes, and Outcomes. Inputs and Antecedents include Motivations, described as extrinsic and intrinsic, and Trust, described as platform and source. Content typologies include Reviews, Communication with creative message strategies and appeals, Multimodality with text, image, and video, and U G C versus F G C. Processes include Diffusion with social capital and network effects, Communication with sponsorship versus organic and algorithmic curation, and Platform mechanisms with Q and A, endorsements, incentives, and moderation. Outcomes include Trust, Engagement, Quality with evaluation, Reviews with consumer insights and managerial response, and Destination image with co creation. Artificial intelligence, machine learning, and topic modelling extend across the content typologies, processes, and outcomes sections.UGC in marketing: proposed theoretical framework
Note: ★ = identified research trend driving future research directions (see previous section)