What makes an online review credible? A systematic review of the literature and future research directions

Abstract Online reviews of products and services are strategic tools for e-commerce platforms, as they aid in consumers’ pre-purchase decisions. Past research studies indicate online impact brand image consumer behaviour. With several instances fake review manipulations, credibility has become a concern consumers service providers. In recent years, due to growing webcare attitude among managers, the need maintaining credible on platforms gained attention. Though, there empirical credibility, findings diverse contradicting. Therefore, this paper, we systematically literature provide holistic view antecedents credibility. We examine variables, methods, theoretical perspective using 69 papers shortlisted through multi-stage selection process. identify five broad groups antecedents: source characteristics, interpersonal determinants social media platform product type. Further, issues propose directions future research. This study contributes existing knowledge management by providing understanding “online credibility” construct helps understand what factors lead belief review. The insights would managers adequate cues design effective systems.