Citation:

Rajender S. Godara, Dharmendra Yadav, Mandaputi Sagar, Rahul Disari. "Impact of Customer Reviews on Purchase Decision of a Brand: A Study of Online Shopping" International Research Journal of Economics and Management Studies, Vol. 3, No. 4, pp. 316-324, 2024.

Abstract:

In today’s digitally interconnected world, customer reviews wield significant influence over consumer behavior and purchasing decisions. This paper delves into the multifaceted relationship between customer reviews and the decision-making process of consumers when selecting a brand. With the advent of online platforms and social media, customers have gained unprecedented power to express their opinions and experiences with products and services. This study examines how these customer reviews shape perceptions, influence trust, and ultimately impact the purchase decisions of consumers. The research explores various dimensions of customer reviews, including their credibility, authenticity, and relevance. It investigates the psychological mechanisms behind why consumers place such high importance on peer feedback and testimonials. Furthermore, the study analyses the role of online platforms and review aggregators in facilitating access to customer reviews and how this accessibility affects consumer behavior. Key findings highlight the pivotal role of customer reviews in building brand reputation and loyalty. Positive reviews can serve as powerful endorsements, fostering trust and confidence among potential customers. Conversely, negative reviews can deter consumers and steer them away from a brand. The study also investigates the phenomenon of fake reviews and their implications on consumer trust and brand credibility. Additionally, this paper examines the influence of various factors on the impact of customer reviews, such as product type, brand reputation, and review volume. It discusses how consumers navigate through vast amounts of feedback to make informed decisions and the strategies brands employ to manage and leverage customer reviews effectively.

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Keywords:

Customer reviews, Purchase decision, Brand perception, Trust, Online platforms, Consumer behavior.