Abstract

This analysis examines the emerging significance of user-generated video content in the retail e-commerce sector in Pakistan. The exponential expansion of digital platforms and the widespread availability of usergenerated material have facilitated the emergence of innovative approaches of fostering interaction and influencing individuals. The objective of this study is to present a comprehensive analysis of the influence exerted by user-generated video content on customer behavior, brand perception, and the broader dynamics of the retail e-commerce sector in Pakistan. This review examines the benefits, difficulties, and potential future developments associated with utilizing user-generated video material as a means to improve customer experiences and foster corporate expansion, drawing upon an analysis of relevant scholarly works and empirical research.

Keywords:Criticism; Amalgamation; Asset; Cultivating trust; E-commerce sector