Is the Reality of Modern Online Marketing Reflected in Online Consumer Reviews?

Abstract

Online shopping is a growing trend across the globe, particularly among the younger generation who can escape the crowds in stores and the time-consuming wandering to choose and purchase their preferred goods and brands by simply pressing a button on their laptop, smartphone, or computer screens thanks to technological advancement and new marketing techniques, anything we might need—food, clothing, toiletries, electronics, home furnishings, or anything else—is now only a click away. Online customer reviews are important in this context because many consumers find it useful to select a product or brand based on these reviews.Many consumers utilize these internet reviews to determine whether products are appropriate for use or to buy based on their needs. Therefore, research is done to determine whether or not online reviews are important for online buying and how much they impact consumers' perceptions of a given brand or product Through the non-probability sampling method, 155 individuals between the ages of 18 and 50 are selected as a sample. A self-administered Google quiz gathers their opinions and preferences on web reviews.After evaluating the data, it was shown that customers primarily rely on online customer reviews to make purchases, influencing their perception of and preference for products. They discovered that unfavourable evaluations had an adverse effect on their decision to buy.