Mapping the Evolution of Online Review Research: A Comprehensive Bibliometric Analysis (1990–2024)

Abstract

This study provides a comprehensive bibliometric analysis of scholarly literature on online reviewing from 1990 to 2024. Based on 701 peer-reviewed journal articles indexed in Scopus, the study maps publication trends, key contributors, and the intellectual structure of the field. Various techniques were applied using Biblioshiny and the Bibliometrix R-package, including performance analysis, co-citation and co-word mapping, and thematic evolution. Findings show that online reviewing has evolved into a multidisciplinary domain, intersecting marketing, information systems, hospitality, and data science. A marked rise in scholarly output occurred post-2010, with China and the United States leading in volume and citations. Key themes have shifted from traditional word-of-mouth to AI-driven trust and sentiment analysis. This work offers insights for researchers and practitioners seeking to harness the potential of user-generated content in the digital era.