Analysis of the influence of electronic word-of-mouth on consumer intention to make a purchase using bibliometric methods

Online research has changed consumer evaluations. Consumers use internet review sites to make purchases. In recent years, electronic word-of-mouth (eWOM) communication has gained massive popularity. A lot of research has been done on the effects of eWOM communication on consumer purchase intention (CPI), but little has been done to synthesise the data and assess the field. Therefore, the current study examined how eWOM affects CPI and what the current scenario is associated with eWOM and CPI, along with the potential themes that can be used for future studies. An exhaustive 377 research studies were extracted from Scopus in the selected research field. Using the R package, bibliometric analysis was employed to produce a complete evaluation of the literature. The study helps analyse data, such as 'sales' being the most common term or 'China' being the most cited country. Researchers have assessed potential themes for future research and drawn some conclusions. Clusters from co-citation and co-word analysis networks define the intellectual structure of eWOM material. We may conclude that keyword co-occurrence revealed eWOM study clusters. The paper concludes with research limitations and suggestions.