"An Integrated Framework of eWOM Effects on Consumer Purchase Intention: A Systematic Literature Review"

The proliferation of WEB 2.0 has completely changed the process of information sharing. Electronic word of mouth (eWOM) is now a crucial factor in influencing Consumer purchase intentions in several contexts. This systematic literature review aims to develop an integrated framework of eWOM effects on consumer purchase intention by synthesising existing empirical studies and theoretical models. This systematic literature review aims to develop an integrated framework of eWOM effects on consumer purchase intention by synthesising existing empirical studies and theoretical models. A comprehensive search strategy was employed across multiple academic databases, adhering to PRISMA guidelines, to identify relevant studies published over the past decade. The review examines key dimensions of eWOM, including source credibility, message quality, valence, platform type, and consumer engagement, and how these factors interact to shape purchase intentions. Additionally, the moderating and mediating roles of variables such as brand perception, consumer trust, and product involvement are explored. The findings highlight the complex interplay between various eWOM elements and provide insights into the mechanisms through which eWOM influences consumer behaviour. By proposing an integrated framework, this review contributes to a deeper understanding of eWOM's impact on purchase intentions, offering valuable implications for researchers and practitioners in the fields of marketing, consumer behaviour, and digital communication. Future research directions are also suggested to address gaps and further refine the proposed framework.