In the last 20 years, the proliferation of digital technologies has significantly impacted both businesses' operations and how consumers get information, engage, and buy. Through the analysis of 74 marketing journals, this article identifies the current situation and possible gaps within digital consumer behavior research. By combining bibliometric analysis and machine learning algorithms, the authors have identified key topics in 5‐year intervals and their evolution over time. The study results show that digitalization has overreached its original subsistence and has become an essential aspect of mainstream consumption patterns. The study reveals three domains within digital consumer behavior: (1) the use of classical consumption theories and their application to digital context; (2) transactional subjects within consumers’ digitalization; and (3) digital marketing's impact on the consumption of specific product groups. Regression‐based time series applied to 42 topics discovered by text mining to define possible future research directions. Within 42 topics, significant growth is expected in mobile channel use, sustainable consumption, user‐generated content, and social media engagement. In general, the results exhibit a shift from a transactional point of view to a more theoretical and strategic perspective. Possible research gaps are expected to emerge from: (1) the impact of interactive and immersive technologies on consumption practices; (2) the possible outcomes of the pandemic on digital consumption patterns; (3) enhancing brand engagement through consumer‐to‐consumer interactions; (4) enhancing the understanding on issues like consumer collaboration, consumer trust, and service satisfaction.

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Online customer reviews are the most trustworthy source of information of consumers while determining the value of online retail platforms. They act to convince customers and serve the purpose of formation of trust and emotional attachment with the platform. This study reports the results of an experiment investigating the effects of online customer reviews on emotional attachment, trust, and repurchase intention while taking the previous emotional attachment strength into consideration. Results revealed that, depending on the previous attachment strength, both positive and negative reviews strongly affect emotional attachment. However, trust is only influenced by positive reviews. Besides, trust is a more durable construct compared to emotional attachment and is not subject to change easily. When the repurchase intention is investigated, only strongly attached consumers are affected by customer reviews.

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