The Role of User-Generated Content in Strengthening Customer Relationships on Social Media Platforms: A Systematic Review

Social media is indispensable part in our daily life. People are waiting for the updates and within seconds it has reached millions of hands. Maintaining customer relationships are always hectic, but social media platforms makes the task simple and effective. Nowadays, users as well as the consumers were ready to generate contents and interacts with the companies as well. It brings not only a stronger but also a mutual relation between consumers and business enterprises. Thus, the study focuses on systematic literature review and identify how User Generated Contents(UGC) strengthening the relationships between customers and business enterprises, the benefits of UGC and what would be the future agenda about UGC and customer relationships. The articles were collected from Scopus database. Based on the PRISMA analysis, data were identified, screened and eligible data were selected for the study. Out of 48207 results were scrutinized based on several selection procedure, got 12 articles for the study. Previous studies were pointed out that there is high scope in future for conducting the studies related to UGC and social media. The study is limited up to Scopus database, still, within the data, the study discloses the future scope.