AIRCC's International Journal of Computer Science and Information Technology

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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.
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