HOW FGC BUILDING CONSUMER ENGAGEMENT IN SOCIAL MEDIA: LITERATURE REVIEW

Abstract

This study uses a systematic review to identify how to build consumer engagement behavior through Firm Generated Content (FGC) on social media. A systematic review is needed to better understand how FGC builds customer engagement and identify any theories that explain how FGC builds customer engagement based on previous mapping of FGC research and customer engagement. This study also presents current issues and research gaps for designing and developing future research. This study identifies and evaluates articles published in peer-reviewed journals through academic databases, indexed by Scopus, Emerald, Jstor and Ebsco with a focus on FGC, social media and consumer engagement during the period 2018 to 2022. In this study we analyzed theory, variables, method, FGC type, prior business context, and geographic deployment. This research only reviews FGC, social media, and consumer engagement. The title, abstract, and keywords only involve publications from scientific journals in the last 5 years. A deeper understanding of FGC in building customer engagement on social media is presented in this research to develop effective strategies for marketers to manage their FGC on social media. This study contributes to the FGC in the social media and consumer engagement literature by proposing future research avenues.