Retrospection of online reviews research landscape: foundation, current trends and future research directions

Mohd. Yaseen Khan, Archana Kumari, Yamini Pandey and Matloob Hasan

International Journal of Process Management and Benchmarking, 2026, vol. 22, issue 2, 149-173

Abstract: This research aims to perform a bibliometric analysis to amalgamate the publication patterns of online reviews within the realm of marketing. Consequently, an exploration is conducted on the historical, current, and prospective studies concerning online reviews in the Marketing domain. The source material is derived from the Scopus database, with 1,469 documents meeting the criteria for bibliometric scrutiny after the application of specific selection parameters. An analysis of citations is employed to unveil the most influential publications and contributors. Additionally, productivity analysis is implemented to identify the most prolific authors and references. Through bibliographic coupling, five thematic clusters are identified, namely e-word-of-mouth, consumer reviews, social media analytics, customer trust, and perceived helpfulness. Moreover, prevalent themes in the research regarding online reviews in marketing encompass natural language processing, fake reviews, topic modelling, text mining, sharing economy, data mining, and sentiment analysis as revealed through co-occurrence analysis.

Keywords: online reviews; e-word-of-mouth; social media analytics; citation analysis; bibliographic coupling. (search for similar items in EconPapers)
Date: 2026
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