Navigating organic influence: a scientific evaluation of online review mechanisms

Online reviews have emerged as a dominant force in shaping consumer perceptions and reducing the need for traditional advertising in the hospitality and tourism industry. This study conducts a scientific evaluation of online review research using a novel systematic review method, combining co-citation analysis with text mining, to uncover the intellectual and thematic foundations of this evolving field. Our analysis reveals four key domains: (i) emotional and experiential drivers of review behaviour; (ii) moderating effects of customer profiles, digital platforms, and social influence; (iii) business and consumer outcomes of review engagement; and (iv) the growing impact of smart technologies on review generation and perception. By synthesizing fragmented literature through this dual-method approach, we offer new theoretical insights into how online reviews function as a form of earned advertising, with persuasive power comparable to or exceeding that of paid media.