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The Role of Online Review in Shaping Consumer Perceptions

Authors:

Dr. Shivani Guru – Associate Professor, Amity Business School, Amity University, Chhattisgarh,

Astha Gautam, Student, Amity Business School, Amity University, Chhattisgarh.

E-MAIL- asthagautam007@gmail.com

ABSTRACT: In today’s digital economy, online reviews have become a critical influence on consumer perceptions and purchasing decisions. As consumers increasingly rely on the experiences of others, reviews serve as a

powerful form of electronic word-of-mouth that can shape opinions about products, services, and brands. This research investigates how online reviews affect consumer trust, perception, and behavior.

Using a mixed-method approach involving surveys and content analysis, the study explores the impact of review quality, sentiment, and platform credibility. Findings indicate that both positive and negative

reviews significantly influence consumers, with negative reviews often carrying more weight. The study also highlights the importance of perceived authenticity and the role of visual and emotional elements in reviews. The results offer valuable insights for marketers, businesses, and consumers, emphasizing the strategic importance of online review management and critical review assessment.

KEYWORDS: Online reviews, Consumer perception, Digital marketing, E-commerce, Purchase decisions, Customer trust, Review platforms, User-generated content, Word-of-mouth, Brand image.