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ANALYSING THE IMPACT OF ONLINE CUSTOMER REVIEWS ON CONSUMER PURCHASE DECISIONS

AUTHORS:
Tisha Rohtagi
Shivam Kumar
Mentor
Dr. Apoorva Verma
Affiliation
DOI: 10.55041/ijsmt.v2i3.332
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This report explores the role of online customer reviews in influencing purchase decisions of consumers, focusing on the understanding of reviews that impact behavior, as well as how strategically businesses react. In relation to contemporary digital-first economies, reviews have come to occupy a middle position that is highly relevant for guiding purchase choices due to first-hand feedback and opinions that other consumers rely on before making a final decision. With increasingly large populations seeking insights from social media, e-commerce platforms, and dedicated review websites, customer feedback has become more important than ever and this has given rise to a new dimension in consumer influence.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 03
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Mar 28 2026
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Rohtagi, T. & Kumar, S. (2026). Analysing the Impact of Online Customer Reviews on Consumer Purchase Decisions. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.332

Rohtagi, Tisha, and Shivam Kumar. "Analysing the Impact of Online Customer Reviews on Consumer Purchase Decisions." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.332.

Rohtagi, Tisha, and Shivam Kumar. "Analysing the Impact of Online Customer Reviews on Consumer Purchase Decisions." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.332.

References
1.Efimov, Delyan, The Influence of Online Reviews on Consumer Behaviors and Purchasing Decisions: A Narrative Review (September 23, 2023). Available at SSRN: https://ssrn.com/abstract=4770343

2.Holesovsky, N. I.: The Impact of Online Product Reviews on Purchasing Decisions, University of Twente (2022)

3.Bae, S., & Lee, T. (2011): Online Customer Reviews as a Driver of Purchase Intention: A Study on the Role of e-WOM and Traditional WOM, Brunel University

4.Gershoff, A. D., et al.: Emotion Valence and Online Review Helpfulness, Research Gate (2020)

5.Jill, L. D., & Rajiv, S.: Effects of Product Review Length and Depth on Consumer Attitudes (2022)6.M. E., & A. J. A.: The Role of Reviewer Credibility in Shaping Purchase Intention, Journal of Electronic Commerce Research, VOL 20, NO 1, 2019

7.Kim, Y. M., & D. M. J.: Customer Perception of Review Manipulation and Its Effect on Purchase Intent, Published by Executive Committee, Taiwan Academic Network (2023)

8.Grunert, K. G.: Quantitative Analysis of Review Variance and Product Type, MAPP Centre for Research on Customer Relations (2016)

9.Smith, R. M.: Impact of Negative Reviews on Brand Loyalty and Repeat Purchase, Business insider, 2015

10.Cialdini, R. B.: (2021) The Influence of Social Proof on Purchase Decisions, https://doi.org/10.2753/JEC1086-4415160205
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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