Insights into the Impact of Online Product Reviews on Consumer Purchasing Decisions: A Survey-based Analysis of Brands' Response Strategies

Abstract

This paper explores the significance of online product reviews in the purchasing decisions of consumers. We conducted a survey of potential buyers to understand how important they view product reviews available on online marketplaces and search engines. We also examined the degree to which customers rely on product reviews when forming their buying decisions. Additionally, we investigated how brands and companies monitor and respond to online product reviews, as well as the strategies they use to improve their product development and marketing. Our findings reveal that online product reviews play a crucial role in shaping the opinions of consumers and can significantly influence their purchasing decisions. We also found that companies and brands actively monitor online product reviews and use them to improve their products and marketing strategies. The results of this study can provide valuable insights for companies looking to improve their customer relationship management (CRM) strategies and enhance their product development and marketing efforts.