Meta-analysis of User-Generated Content and E-Commerce Sales

Abstract

E-commerce platforms are full with user-generated content (UGC), with customers increasingly using reviews, ratings, and other UGC to make purchases. While UGC's effect on e-commerce sales is well known, its size and consistency are disputed. A full knowledge of UGC and e-commerce sales is provided by this meta-analysis of available research. We analyse how UGC, platform, and contextual variables affect e-commerce sales success using a variety of empirical and theoretical research. Our investigation reveals how product category, brand reputation, and customer demographics reduce UGC's sales influence. We also highlight gaps in the literature and suggest further study to better understand the complicated relationship between UGC and e-commerce sales.