The Power of Online Reviews: Analysing Factors Shaping Consumer Buying Behaviour

The research investigates the fundamental impact of online reviews on consumer buying choices through the evaluation of review characteristics concerning trustworthiness and valence and credibility along with volume and ease of access. A regression analysis demonstrates that purchase intentions strongly depend on trustworthy reviews from credible reviewers but review valence proves to be the decisive element. Online review accessibility at high levels becomes problematic for readers and shows how precise exposure management is essential. Businesses must create authentic review systems with managed credibility together with strategic implementation to build consumer trust and increase engagement. This paper offers practical recommendations alongside future research directions to maximize online review effectiveness in commercial online settings.