Impact of Online Reviews on Consumer Purchase Decisions: A Literature Review
Keywords:
Online reviews ,consumer behavior, purchase decisions, digital marketingAbstract
With the smart growth in e-commerce and digital platforms, consumer decision-making has undergone a radical shift. One of the most significant pieces of information that influence purchasing is now being provided online. This literature review brings together the available research to understand how major review characteristics (valence, volume, credibility, and quality) impact consumer trust, attitudes, and purchase intention. The review is extended from simple summary of the content of each study to an integrative theoretical model that connects the review cues with psychological trust to behavioral intentions. Moreover, it covers essential new trends in the digital world, including social commerce sites (like TikTok and Instagram) and fake and AI-generated reviews. The paper ends with implications for practitioners of digital marketing who wish to build consumer trust and suggestions for further empirical studies.
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Data Availability Statement
no primary dataset was generated or analyzed during this study . all information used in this review was obtained from published academic literature and publicly available sources cited in the references.
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