What do we know, and what will we know, about user-generated content in marketing?

Purpose This study aims to examine the contribution that user-generated content (UGC) has made to marketing science over 2007–2025. Firstly, it assesses UGC research output in marketing. Secondly, it conducts scientific mapping, through co-word analysis and bibliographic coupling, to identify the main research themes, their evolution and trends. Based on the insights, an integrative theoretical framework and a research agenda are proposed to guide future studies. Design/methodology/approach The two main bibliometric analysis techniques, performance analysis and science mapping, were used to analyse UGC-focused research in marketing and to identify its main themes, evolution and current trends. Findings Research into UGC in marketing has evolved into ten themes: reviews, engagement, tourism, trust, motivations, machine-learning, quality, communication, image and topic modelling. These themes align with key research trends in the field: artificial intelligence, UGC effects, platform mechanisms, UGC vs FGC, multimodality and destination image. Originality/value This study goes beyond descriptive bibliometric mapping by providing the first longitudinal, field-wide synthesis of UGC research within marketing. It proposes an integrative framework that organises the field’s intellectual structure, current research trends and future directions.