Purpose: This study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research. Design/methodology/approach: A systematic literature review (SLR) was used to identify relevant articles in Scopus and ISI Web of Science (WoS) databases to get access to the articles. The final sample of 59 articles on CBC on social media published from 2009 to 2021 was selected for review. Findings: The findings clarified the conceptualization of CBC and revealed three groups of theories, seven groups of antecedents and two groups of consequences. Then, these components were synthesized into an integrative framework as a basis for further developing this research area. Originality/value: The findings contribute to the implementation of branding strategies aimed at involving customers in co-creating value for the brand.