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Marketer-generated content in digital social touchpoints: A systematic literature review and research agenda

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  • Reitsamer, Bernd F.
  • Stokburger-Sauer, Nicola E.
  • Giertz, Johann N.
  • Nocker, Janina S.

Abstract

Marketer-generated content (MGC) provides a platform for creating and disseminating corporate content through text, images, or videos, offering value to consumers on digital social touchpoints. Despite fruitful research on MGC in the past, limited knowledge exists about consumers’ actual responses to different types of MGC. This paper uses a systematic literature review to examine the underlying theory, context, characteristics, and methodology, conceptualizing content types into content value and content vividness, and deriving theoretical and practical implications. It provides an integrative review of 130 scientific journal articles published from 2008 to 2025. The findings are summarized in a typology of MGC types in digital social touchpoints. A heat map highlights conceptual and methodological research needs. The article offers an agenda for further research and managerial implications.

Suggested Citation

  • Reitsamer, Bernd F. & Stokburger-Sauer, Nicola E. & Giertz, Johann N. & Nocker, Janina S., 2026. "Marketer-generated content in digital social touchpoints: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325007064
    DOI: 10.1016/j.jbusres.2025.115883
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