RESEARCH ON THE IMPACT OF ONLINE REVIEWS ON CONSUMER DE-CISIONS WHEN CHOOSING GOODS AND SERVICES ON MARKETPLACES

In the modern world, the Internet has be-come not only an effective distribution channel, but also one of the key platforms for the exchange of views and experience between consumers. Given the growth of online sales, understanding the impact of reviews on consumer decisions is becom-ing more relevant. Feedback can both at-tract new customers and alienate potential audiences, as confirmed by various studies [1]–[14], but the mechanisms of this influ-ence and its scale require additional detail and systematization. The results of a study of the impact of reviews on marketplaces on consumer solutions when choosing goods and services are of interest from the point of view of developing a marketing strategy in an organization on these online sites.