The Influence of Online Reviews on Consumer Purchase Intention

Abstract

This thesis explores how online reviews and user-generated content influence consumer purchase intentions. It focuses on understanding how factors such as social media engagement, review credibility, and consumer trust shape buying decisions in the digital marketplace. Data was collected from 120 online shoppers through a structured questionnaire and analyzed using statistical methods. The findings show that trust plays a key role between exposure to reviews and purchase behavior. The study highlights the growing importance of social platforms as sources of product information and consumer influence. Overall, it provides insights for marketers on using online reviews to strengthen consumer confidence and drive sales.