The Impact of Online Reviews on Consumer Behavior in Emerging Markets: Challenges and Strategies

ABSTRACT

The rapid expansion of e-commerce in emerging markets has brought about a profound shift in consumer behavior. Online reviews have emerged as pivotal sources of information, exerting substantial influence over purchase decisions in environments where traditional information channels are scarce. This study explores the impact of online reviews on consumer behavior within emerging markets. It investigates how factors such as trust in online reviews, cultural nuances, and product types shape consumers’ evaluation and utilization of these reviews. Furthermore, the paper examines challenges like fake reviews and digital literacy constraints, proposing strategies for businesses and policymakers to promote responsible use of online reviews and cultivate a more reliable e-commerce environment in emerging markets.

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