How Do Online Review Characteristics Influence Persuasion Effectiveness among E-Commerce Consumers?

This research paper examines the effectiveness of online reviews as a persuasion tool for electronic commerce or e-commerce platforms among Malaysians. Past literature indicates that online reviews are highly influential in shaping consumers' purchase decisions. The study also found that the persuasiveness of online reviews is affected by several factors, including the brand awareness of the reviewer, the perceived value of the product in the review and the brand personality shown in the review made. A set of questionnaires was developed through adopting and adapting in order to collect data and was distributed to the respondents. Upon obtaining the results, it was found that brand personality is a factor that highly influences the persuasion of Malaysian e-commerce users when it comes to purchasing products online. The findings of this study have implications for e-commerce businesses in Malaysia, highlighting the importance of managing online reviews to build trust and credibility with customers, and leveraging the persuasive power of online reviews to drive sales and customer loyalty.