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Defining the relationship between consumers and retailers through user-generated content: insights from the research literature

Harmanjit Singh (Department of Marketing, Indian Institute of Management Kashipur , Kashipur, India)
Somnath Chakrabarti (Department of Marketing, Indian Institute of Management Kashipur , Kashipur, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 7 September 2020

Issue publication date: 29 December 2020

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Abstract

Purpose

The purpose ofthis study is to synthesise the findings of existing research on brand-related user-generated content (UGC) in the context of fashion retail and to come up with future research directions.

Design/methodology/approach

A systematic literature review of 33 research papers, selected using well-defined criteria, was done. Further, the thematic analysis identified underlying themes and their inter-linkages.

Findings

The inter-linkages of 12 emergent themes were showcased in the form of a causal-chain conceptual framework, highlighting antecedents, mediators, moderators and consequences.

Research limitations/implications

Future research involves six directions, and researchers should empirically test out the proposed conceptual framework and take the given research directions forward.

Practical implications

Retailers should understand UGC motivators to launch targeted campaigns to amplify UGC with firm-generated content and increase overall engagement and sales of a brand.

Originality/value

First, this study fills the gap of missing synthesis of existing studies on UGC about fashion retail by analysing the publication distribution, paper types, data collection tools and techniques and data analysis methods. Second, the authors have proposed a causal-chain conceptual framework based upon thematic analysis of the research literature. The emergent themes touch upon three crucial aspects of marketing on enabling technology, consumer behaviour and marketing tactics. Finally, the academic contribution of this study lies in coming up with six vital research agenda for future research.

Keywords

Citation

Singh, H. and Chakrabarti, S. (2021), "Defining the relationship between consumers and retailers through user-generated content: insights from the research literature", International Journal of Retail & Distribution Management, Vol. 49 No. 1, pp. 41-60. https://doi.org/10.1108/IJRDM-03-2020-0080

Publisher

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Emerald Publishing Limited

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