The Influence of User-Generated Content on E-Commerce Sales: A Meta-Analysis
Authors
-
Harsandaldeep Kaur
Associate Professor, University School of Financial Studies, Guru Nanak Dev University, Amritsar, Punjab
https://orcid.org/0000-0003-3501-2186
DOI:
https://doi.org/10.36676/irt.v10.i3.1418Keywords:
User-Generated Content, E-Commerce, Sales, Meta-Analysis, Reviews, RatingsAbstract
User-generated content (UGC) has become a common element of e-commerce platforms, with customers increasingly depending on reviews, ratings, and other kinds of UGC to make purchase choices. While the effect of user-generated content (UGC) on e-commerce sales is generally acknowledged, its quantity and consistency are still debated. This meta-analysis combines data from previous research studies to give a full knowledge of the link between user-generated content and e-commerce sales. Using a variety of empirical research and theoretical frameworks, we investigate the implications of UGC qualities, platform features, and contextual variables on e-commerce revenue success. Our findings provide useful insights into the elements that influence the effect of user-generated content on sales, such as product category, brand reputation, and customer characteristics. Furthermore, we highlight gaps in the current literature and offer future study directions to help us better understand the complicated interaction between user-generated content and e-commerce purchases.
References
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225. doi: https://doi.org/10.1016/j.dss.2012.01.015
Chopra, S., & Dhiman, N. (2023). Transforming India Digitally: A brief analysis of the Digital India Initiative. Universal Research Reports, 10(2), 204–209. Retrieved from https://urr.shodhsagar.com/index.php/j/article/view/1113
Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the Value of Online Product Reviews in Forecasting Sales: The Case of Motion Pictures. Journal of Interactive Marketing, 21(4), 23-45. doi: https://doi.org/10.1002/dir.20099
Devi, U. (2018). E COMMERCE : It’s impact on Indian economy. Universal Research Reports, 5(4), 17–21. Retrieved from https://urr.shodhsagar.com/index.php/j/article/view/714
Dr. Sunita Chopra, & Mrs. Sushmana. (2024). Role of Organization behavior in Organization efficiency. Innovative Research Thoughts, 9(3), 136–140. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/739
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. doi: https://doi.org/10.1002/dir.10073
Huang, C.-Y., & Lin, H.-Y. (2012). The Impact of Online Recommendations and Consumer Feedback on Sales. Electronic Commerce Research and Applications, 11(4), 356-367. doi: https://doi.org/10.1016/j.elerap.2012.01.002
Kumar, V., & Gupta, P. (2021). "A study on Human Resource Practices, Retention, and Job Satisfaction in the Information Technology Industry: Basis for Employee Retention Program". Innovative Research Thoughts, 7(4), 15–24. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/1059
Luo, X., & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1-18. doi: https://doi.org/10.1509/jmkg.70.4.1
Maidan, R., & Dr. Priyanka Garg. (2024). IMPACT OF GST FOR INDIAN TAXTILE SECTOR: A REVIEW. Innovative Research Thoughts, 4(3), 227–231. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/1330
Mrs Kavita. (2024). A study of Sources of Medieval and Modern Indian Economic History. Innovative Research Thoughts, 9(4), 165–169. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/698
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341. doi: https://doi.org/10.1016/j.jbusres.2009.12.011
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Innovative Research Thoughts
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
