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

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.