BUYING IN THE DIGITAL AGE: THE SIGNIFICANCE OF CUSTOMER REVIEWS FOR YOUNG ADULT CONSUMERS

Abstract

A customer's decision-making process is being increasingly influenced by online consumer evaluations, suggestions of products and services, and the opinions of their peers. The several internet platforms that provide product reviews and recommendations are distinct from one another in terms of their goals, functions, and qualities. Up to this point, the literature has insufficient attention was made to the functional qualities of these platforms as a component of customer adoption and choice. In light of the fact that this type of consumer-generated material has a significant impact on the sales and profitability of businesses, the monitoring of customer reviews and the frequent response to those reviews by business organizations has become a significant managerial task and an important issue in terms of reputation management. It is necessary for businesses to discover consumer review sites, have an understanding of the characteristics of these platforms, and continually evaluate the impact that these platforms have on the purchase decisions of customers in order to respond effectively to customer evaluations. It has been determined through this research that there are four primary categories of online review platforms. These categories are company websites, social media platforms, e-commerce websites, and google reviews. The product reviews that are presented on these platforms are presented in a variety of ways, with an emphasis on the various review function aspects. The results of an online poll were evaluated to determine how consumers feel about the various review systems and platforms, as well as the influence that these factors have on consumer purchasing behavior. The results highlight the significance of the legitimacy and usefulness of the platform in relation to the faith that customers have in reviews and their dependence on them as a source of information during the decision-making process.