Online Reviews: A Literature Review and Roadmap for Future Research

Abstract

This paper reviews and synthesizes existing research on online reviews, addresses the knowledge gaps, and proposes directions for future research. Taking an interdisciplinary approach, we delve into the stages of the online review process (creation, engagement, impact, and insight) and discuss how they are affected by behavioral biases, review formats, reviewer identity, managerial interventions, and platform design. We discuss the benefits of online reviews---from boosting sales to impacting firms' reputations and reducing information asymmetries---and the flaws that can compromise their reliability and helpfulness, including promotional reviews, behavioral biases, and context effects.
Finally, we identify research gaps in the literature and propose a roadmap for future research. As technology advances and consumer needs evolve, the complexity of online reviews must be further explored to unleash novel insights, guide decisions, and better shape the future landscape of digital platforms.

Keywords: Online reviews, digital marketing, user-generated content, digital platforms, electronic word-of-mouth