This study conducts a systematic literature review (SLR) of 63 peer-reviewed journal articles published between 2000 and 2024, selected from reputable journals and publishers with strong citation records. The review is guided by PRISMA protocols and enriched with bibliometric mapping using VOSviewer. It addresses six key research questions concerning the evolution, structural characteristics, and impact of online reviews, particularly in relation to valence, credibility, and the mediating and moderating variables that influence consumer decision-making. The findings are organized into six thematic clusters and reveal that trust, authenticity, and emotional tone are central to consumer response. The study also highlights the increasing influence of multimodal and AI-generated content, and identifies authenticity, review-sidedness, and reviewer expertise as critical factors in shaping consumer perception. Based on these insights, it proposes a comprehensive conceptual framework linking review features to purchase intention, specifically in the context of Gen Z consumers, and suggests directions for future research on visual content, cross-cultural dynamics, and the ethical governance of digital platforms.
Setiawati et al. (Thu,) studied this question.
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