The Role of Review Authenticity in Building Consumer Trust: A Study on Product Reviews

In the digital marketplace, product reviews significantly influence consumer purchasing decisions, with authenticity playing a central role in building consumer trust. This study examines the impact of review authenticity on consumer behavior, brand trust, and overall purchasing decisions. It explores key factors that determine the genuineness of product reviews, including AI-based detection tools, moderation practices, and verification mechanisms. The rise of fake reviews has prompted concerns regarding their effects on both consumer trust and business reputations. Through a literature review and analysis of emerging trends, this study highlights the challenges businesses and platforms face in ensuring review authenticity. It also discusses regulatory frameworks and technological advancements aimed at mitigating fraudulent reviews. Ultimately, the paper emphasizes the importance of authentic reviews in fostering long-term customer relationships, promoting brand loyalty, and maintaining the integrity of online marketplaces.