Exploring The Impact of User-Generated Content on Digital Media Production and Consumption in Pakistan

Abstract

The research evaluates how user-generated content (UGC) affects digital media usage and content generation in Pakistan. The research examines UGC's effects on credibility and creativity and public opinion and crisis communication through the Uses and Gratifications Theory (UGT) and the Diffusion of Innovations Theory (DOI). The research used a quantitative survey method to collect data from 400 participants who were selected through purposive sampling based on their age range of 18 to 45 years and their residence in Punjab. SPSS is used to analyze the data through descriptive and inferential statistics which included Spearman’s correlation and independent samples t-tests. The study reveals that participants spent most of their daily time on UGC platforms with YouTube and Instagram being their preferred choices. The survey results show that users primarily consumed UGC for entertainment purposes (41%), as a source of information (20.3%) and for social interaction (20%). The research data represents that UGC frequency correlated weakly with reported opinion change at a significant level (ρ = 0.109, p =.029). The results show that content creators demonstrated significantly higher perceptions of UGC creative value than non-creators (t(398) = 2.219, p =.027; Cohen’s d = 1.007). The research findings indicate no significant connections between UGC frequency and perceptions of quality (ρ = –0.017, p =.729), credibility (ρ = –0.018, p =.723), or crisis understanding (ρ = –0.067, p =.181). The research shows that youth media routines include UGC but its cognitive and societal effects remain restricted or confined to specific contexts. The study suggests that Pakistan should improve digital literacy and content quality to maximize the potential of UGC in its media environment.