The Impact of Online Reviews on Consumer Buying Behavior –A Systematic Literature Review

The online reviews, including online consumer reviews, influencer reviews, fake reviews, collectively shape consumer purchasing and re-purchasing decisions. Online reviews is an emerging area demanding evaluation and management of online reviews for better decision making to reduce possible damages that consumers face in day-to-day life. Consumers including Millennials and Gen Z are exposed to online platforms on daily basis for different product types and consumer involvement. An attempt is made to synthesise existing literature on online review and buying behaviour, including mediators and moderators, viz., psychological and demographic factors thereof. The existing 53 studies are analysed to understand the scope of online review and consumer behaviour with Indian cultural and psychological dimensions for better future understanding and to explore new opportunities in the research area. The documents sourced from Web of Science and Scopus from 2015 to 2025 are evaluated through thematic analysis with PRISMA model and bibliometric analysis.