  Purpose: Global adoption of the internet and mobile usage results in a huge
variation in the cultural backgrounds of consumers who generate and consume
electronic word-of-mouth (eWOM). Unsurprisingly, a research trend on
cross-cultural eWOM has emerged. However, there has not been an attempt to
synthesize this research topic. This paper aims to bridge this gap.
  Methodology: This research paper conducts a systematic literature review of
the current research findings on cross-cultural eWOM. Journal articles
published from 2006 to 2021 are included. This study then presents the key
issues in the extant literature and suggests potential future research.
  Findings: The findings show that there has been an upward trend in the number
of publications on cross-cultural eWOM since the early 2010s, with a relatively
steeper increase toward 2020. The findings also synthesize cross-cultural eWOM
research into four elements and suggest potential future research avenues.
  Value: To the best of the authors' knowledge, there is currently no
exhaustive/integrated review of cross-cultural eWOM research. This research
fills the need to summarize the current state of cross-cultural eWOM literature
and identifies research questions to be addressed in the future.
