AIRCC's International Journal of Computer Science and Information Technology

Open Access Open Access  Restricted Access Subscription Access

A Systematic Review on the Effectiveness of Using User-Generated Content in E-commerce Marketing


Affiliations
1 Kulliyyah of Information and Communication Technology International Islamic University Malaysia, Kuala Lumpur, Malaysia
 

This systematic literature review examines the effectiveness of user-generated content (UGC) in e-commerce 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 e-commerce 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.

Keywords

User-generated content, UGC, E-commerce marketing, Customer trust, Social media, Brand reputation.
User
Notifications
Font Size

  • Mohammad, Jihad &Quoquab, Farzana &Ramayah, T. &Alolayyan, Main. (2020). The Effect of User-Generated Content Quality on Brand Engagement: The Mediating Role of Functional and Emotional Values. Journal of Electronic Commerce Research. 21. 39-55.

  • Geng, R., Wang, S., Chen, X., Song, D. and Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, Vol. 120 No. 3, pp. 464-485.

  • Kim, S., & Lee, J. (2012). The impact of user-generated content (UGC) on hotel brand image: An application of functional theory of attitudes. Journal of Travel & Tourism Marketing, 29(5), 456-471.

  • Cheung, C. M., Lee, M. K., &Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.

  • Chaney, D. (2001). The impact of online opinion leaders on consumer behavior: A social learning theory perspective. Journal of Interactive Advertising, 1(1), 34-46.

  • De Vries, L., Gensler, S., &Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.

  • Case, D.O., Johnson, J.D., Andrews, J.E., Allard, S.L. and Kelly, K.M. (2004), “From two-step flow to the internet: the changing array of sources for genetics information seeking”, Journal of the American Society for Information Science and Technology, Vol. 55 No. 8, pp. 660-669.

  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., &Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.

  • Kaplan, A. M., &Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.

  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.

  • Wani, B.A., &Mohamadali,N. A. (2022). COVID-19 sparkedthe E-commercerevolution; somebenefited, whileothersleftincold. International Journal of Computer Science & Information Technology (IJCSIT) Vol 14, No 3, 3-7.


Abstract Views: 52

PDF Views: 32




  • A Systematic Review on the Effectiveness of Using User-Generated Content in E-commerce Marketing

Abstract Views: 52  |  PDF Views: 32

Authors

Jubaer Akhter
Kulliyyah of Information and Communication Technology International Islamic University Malaysia, Kuala Lumpur, Malaysia
Noor Azizah Binti Mohamadali
Kulliyyah of Information and Communication Technology International Islamic University Malaysia, Kuala Lumpur, Malaysia

Abstract


This systematic literature review examines the effectiveness of user-generated content (UGC) in e-commerce 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 e-commerce 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.

Keywords


User-generated content, UGC, E-commerce marketing, Customer trust, Social media, Brand reputation.

References