Marketer-generated content in digital social touchpoints: A systematic literature review and research agenda
系统综述了2008至2025年间130篇期刊文章，将营销者生成内容分为内容价值和内容生动性两类，总结出类型学并指出研究空白，为学者和管理者提供未来研究方向。
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.