THE ROLE OF CUSTOMER REVIEWS IN ENHANCING ONLINE SALES

This research paper examines the critical role of customer reviews in enhancing online sales, focusing on how reviews influence consumer trust, purchase intentions, and overall sales performance. Utilizing a mixed-methods approach, the study combines quantitative data analysis and qualitative insights to provide a comprehensive understanding of the impact of customer reviews. Key findings reveal a strong positive correlation between the trustworthiness of reviews and consumer purchase intentions, with review credibility, volume, recency, and authenticity identified as significant factors driving sales. Effective review management, including proactive engagement with customer feedback and leveraging positive reviews, directly influences consumer trust and sales outcomes. The research offers practical recommendations for online retailers to enhance review credibility, manage negative feedback, and utilize review data for continuous improvement. Additionally, it highlights the need for future research to explore the longterm effects of reviews, ethical considerations in review management, and strategies for addressing negative feedback. This study contributes to the field of online marketing and consumer behavior by providing actionable insights and a robust framework for understanding and leveraging customer reviews to boost online sales.