Exploring research on ChatGPT in online consumer reviews: A systematic literature review and thematic analysis

Ishak, Muhamad Izaidi and Muslim, Aini Khalida and Ahmad, Naveed (2026) Exploring research on ChatGPT in online consumer reviews: A systematic literature review and thematic analysis. Journal of Research, Innovation and Technologies, 5. pp. 63-84. ISSN 2971-8317

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Abstract

Studies on ChatGPT within the context of online consumer reviews (OCRs) have emerged as part of the broader exploration of generative AI across multiple disciplines. However, to date, no research has systematically examined the current research focus or other key aspects related to the application of ChatGPT in OCRs. To address this gap, this study conducts a systematic literature review to identify dominant research focus areas, highlight existing research gaps, and propose directions for future research. Guided by the PRISMA 2020 protocol and employing a thematic analysis approach, 22 relevant studies were analysed, revealing three overarching themes: (1) ChatGPT for review analytics, (2) ChatGPT for review modeling and evaluation, and (3) ChatGPT for review management. The findings indicate that current research primarily emphasizes ChatGPT’s potential as an analytical tool for OCR datasets, enabling the extraction of valuable and actionable insights for both marketers and researchers. In addition, the review identifies growing concern regarding fake reviews and highlights the emerging use of ChatGPT-generated synthetic reviews as datasets for developing fake review detection models, offering a practical alternative for studies facing challenges in obtaining high-quality training data. Finally, findings related to the third theme demonstrate ChatGPT’s utility in supporting managerial responses to customer reviews, providing insights into its role in enhancing customer relationship management. Overall, this review suggests that research on ChatGPT in OCRs remains at an early stage but offers significant insights and opportunities for future investigation in this emerging field.

Item Type:	Article
Uncontrolled Keywords:	Artificial intelligent, ChatGPT, Consumer feedback, Online consumer reviews, Systematic literature review, Thematic analysis
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	13 Jul 2026 06:51
Last Modified:	13 Jul 2026 06:51
URI:	http://eprints.utem.edu.my/id/eprint/29960
Statistic Details:	View Download Statistic

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