A systematic review on the effectiveness of using user-generated content in e-commerce marketing

Akhter, Jubaer and Mohamadali, Noor Azizah (2023) A systematic review on the effectiveness of using user-generated content in e-commerce marketing. International Journal of Computer Sciences and Information Technology, 15 (4). pp. 107-117. ISSN 0975-4660 E-ISSN 0975-3826

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Abstract

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.

Item Type:	Article (Review)
Uncontrolled Keywords:	User-generated content, UGC, E-commerce marketing, Customer trust, Social media, Brand reputation
Subjects:	T Technology > T Technology (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Information and Communication Technology Kulliyyah of Information and Communication Technology Kulliyyah of Information and Communication Technology > Department of Information System Kulliyyah of Information and Communication Technology > Department of Information System
Depositing User:	Mrs Noor Azizah Mohamadali
Date Deposited:	09 Oct 2023 12:15
Last Modified:	09 Oct 2023 12:26
URI:	http://irep.iium.edu.my/id/eprint/107365

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