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VOL. 11, ISSUE 8 (2025)
The role of social media and user-generated content in enhancing customer loyalty through product customization in E-Commerce
Authors
Saurabh Shubham Raz, Dr. Niraj Kumar Verma
Abstract
The advent of social media has revolutionized
the way businesses interact with their customers. With the rise of e-commerce
in India, there has been a significant shift towards online shopping and an
increasing demand for personalized products. This trend has led to a growing
importance of user-generated content and its impact on customer loyalty. In
this digital age, consumers have more power than ever before to shape brand
perception through their online reviews, recommendations, and feedback. This
research aims to explore the role of social media and user-generated content in
enhancing customer loyalty through product customization in e-commerce in
India. The study will examine how personalized marketing strategies can be
leveraged using various social media platforms to engage customers and foster
brand loyalty. It will also investigate the various factors that influence
consumer behavior towards customized products including trust, perceived value,
emotional connections, and satisfaction. Through both qualitative and
quantitative analysis of data collected from surveys conducted among Indian
e-commerce consumers, this research aims to provide insights into understanding
the effectiveness of product customization as a means for enhancing customer
loyalty.
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Pages:210-214
How to cite this article:
Saurabh Shubham Raz, Dr. Niraj Kumar Verma "The role of social media and user-generated content in enhancing customer loyalty through product customization in E-Commerce". International Journal of Commerce and Management Research, Vol 11, Issue 8, 2025, Pages 210-214
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