The Influence of User-Generated Content on E-Commerce Sales: A Meta Analysis

Abstract

User-generated content (UGC) has become a ubiquitous feature of e-commerce platforms, with consumers increasingly relying on reviews, ratings, and other forms of user-generated content to inform their purchasing decisions. While the influence of UGC on e-commerce sales is widely recognized, the magnitude and consistency of its impact remain subject to debate. This meta-analysis synthesizes findings from existing research studies to provide a comprehensive understanding of the relationship between UGC and e-commerce sales. Drawing upon a diverse range of empirical studies and theoretical frameworks, we examine the effects of UGC characteristics, platform features, and contextual factors on e-commerce sales performance. Our analysis yields valuable insights into the factors that moderate the impact of UGC on sales, including product type, brand reputation, and consumer demographics. Furthermore, we identify gaps in the existing literature and propose avenues for future research to advance our understanding of the complex interplay between UGC and e-commerce sales.