MAPPING THE EVOLUTION OF ELECTRONIC WORLD-OF-MOUTH RESEARCH: A BIBLIOMETRIC AND TOPIC MODELING ANALYSIS (2002-2023)

Electronic word-of-mouth (eWOM) has emerged as a key factor influencing consumer behavior, brand perception, and business strategies in the digital age. This study conducts a comprehensive bibliometric analysis and topic modeling of eWOM research published between 2002 and 2023. Drawing on a dataset of 3,179 articles retrieved from the Scopus database, the study examines trends in publication output, citation metrics, and thematic developments within the field. The results reveal significant growth in eWOM research, particularly from 2010 onwards, reflecting the rise of social media platforms and online review systems. Key themes identified include trust and credibility, the role of social media in amplifying eWOM, and industry-specific applications in sectors such as hospitality, tourism, and healthcare. Topic modeling highlights the evolving nature of eWOM research, with a shift towards empirical studies using advanced analytical techniques. Despite the robust body of work, gaps remain, particularly in managing negative eWOM, understanding cross-cultural differences, and applying big data analytics. This study provides valuable insights into the state of eWOM research and offers directions for future academic inquiry, contributing to the growing body of knowledge on digital consumer behavior and marketing strategies.