Role of Consumer’s Review in Online Marketing

ABSTRACT: In the digital marketplace, customer reviews have emerged as a crucial component influencing consumer behaviour and shaping marketing strategies. This research explores the significance of online reviews in enhancing brand credibility, guiding purchase decisions, and driving overall sales performance. As consumers increasingly rely on peer feedback before making buying choices, businesses are recognising the value of user-generated content as a form of social proof. This study analyses the impact of both positive and negative reviews on consumer trust, highlights the strategic use of reviews in online marketing campaigns, and discusses the implications for brand reputation management. The findings underscore the importance for businesses to actively engage with customer feedback, as it not only builds transparency but also fosters long-term customer relationships in the competitive e-commerce landscape.