Influence of Online Reviews on Customer Perception

This research paper explores the influential role of online reviews in shaping consumer perceptions and subsequent purchasing decisions. With the proliferation of e-commerce platforms and social media, online reviews have become a significant source of information for consumers navigating the vast landscape of products and services. Through a comprehensive review of existing literature and empirical studies, this paper examines the mechanisms through which online reviews affect consumer attitudes, trust, and behaviour. Questions are asked and analysed to understand the impact on consumer decision-making processes. By synthesizing findings from diverse research perspectives, this paper aims to provide valuable insights for businesses aiming to leverage online reviews effectively and enhance consumer satisfaction and loyalty in the digital age.