Defining the relationship between consumers and retailers through user-generated content: insights from the research literature. Issue 1 (7th September 2020)

• Record Type: Journal Article
• Authors: Singh, Harmanjit; Chakrabarti, Somnath
• Is Part Of: International journal of retail & distribution management. Volume 49:Issue 1(2021)
• Page Start: 41
• Page End: 60
• Publication Date: 2020-09-07
• Subjects: User-generated content -- Firm-generated content -- Fashion -- Retail; Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-03-2020-0080
• Languages: English
• ISSNs: 0959-0552

Abstract

Abstract : Purpose: The purpose of this 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.