The Influence of Online Reviews on Consumer Purchase Decisions in Emerging Markets

ABSTRACT

The burgeoning e-commerce landscape in emerging markets has fundamentally reshaped consumer behavior. Online reviews have emerged as a critical source of information, influencing purchase decisions in a context with limited access to traditional information channels. This paper investigates the influence of online reviews on consumer purchase decisions in emerging markets. We examine how factors like trust in online reviews, cultural context, and product type influence how consumers evaluate and utilize these reviews. Additionally, we explore challenges associated with online reviews in these economies, such as the prevalence of fake reviews and limited digital literacy. Finally, we propose strategies for businesses and policymakers to ensure the responsible use of online reviews and foster a more trustworthy e-commerce environment in emerging markets.The explosive growth of e-commerce in emerging markets has fundamentally transformed consumer behavior. Online reviews have become an indispensable source of information, significantly impacting purchase decisions in a landscape where traditional information sources may be limited. This paper delves into the intricate relationship between online reviews and consumer behavior in emerging markets.

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