How Online Reviews Have Shaped Our Buying Behavior

Consumers are increasingly trusting online reviews, even more so than personal recommendations. This is because reviews on the web carry the same amount of credibility as personal recommendations and, therefore, consumers will trust them if they are of high quality and authentic. Unfortunately, if a review looks spammy or not genuine, consumers are likely to think the opposite and not buy from that company. But as the numbers show, studies have a tangible impact on buying habits.

Positive Reviews

Consumers now assess the quality of a product based on its appearance, performance, and customer reviews, which are often positive or negative. While the product’s appearance and performance influence the first stage of the buying cycle, the second phase is shaped by post-purchase behavior. As a result, positive online reviews have become one of the most powerful marketing assets. Recent research has shown that 68% of Americans will buy a product or service based on a positive review.

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