A systematic review on the effectiveness of using user-generated content in e-commerce marketing
This systematic literature review examines the effectiveness of user-generated content (UGC) in ecommerce marketing, specifically focusing on its impact on customer trust, engagement, and purchase behavior. The review identifies key determinants of UGC effectiveness by analyzing multiple studies,...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AIRCC Publishing Corporation
2023
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/107365/1/107365_A%20systematic%20review%20on%20the%20effectiveness.pdf http://irep.iium.edu.my/107365/ https://aircconline.com/abstract/ijcsit/v15n4/15423ijcsit09.html |
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| Summary: | This systematic literature review examines the effectiveness of user-generated content (UGC) in ecommerce marketing, specifically focusing on its impact on customer trust, engagement, and purchase
behavior. The review identifies key determinants of UGC effectiveness by analyzing multiple studies,
including source credibility, message relevance, and social influence. The findings confirm the positive
association between UGC and customer trust, highlighting the potential of UGC as a marketing tool for ecommerce businesses. However, gaps in the literature, such as limited exploration of demographic and
cultural differences, indicate the need for further research in this area. The findings from this systematic
literature review will help e-commerce businesses improve their marketing plans by utilizing user generated content to win over customers' trust and engagement. |
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