The influence of eWOM communications on intended online purchases: a literature review using TCCM framework and future research agenda

The objective of this paper is to review the studies on eWOM communication adoption and consumer purchase intention. Past research studies in this domain have involved empirical analysis, meta-analysis, systematic literature reviews and conceptual studies. These studies mainly explored the intellectual structure, defining the several constructs and justifying their relationships. The present study reviews 84 such studies through the background of theory (T), context (C), characteristics (C) and methodology (M). By applying the TCCM analysis, this study understands the adapted theories in eWOM communication and adoption literature and exemplify macro-level analysis (i.e., analysing the influence of platforms, industries and countries), micro-level analysis (i.e., understanding the antecedents, consequences, mediators and moderators used in these studies) and methodological analysis (i.e., analysing specific research approaches applied to these studies).