An Empirical Study on the Influence of Social Media Reviews in Shaping Consumer Purchase Decisions

Abstract

The continuous growth of social media platforms has significantly transformed the way consumers gather information and make purchasing decisions. Social media platforms reviews are highly reaching the maximum number of targeted audiences. This study aims to examine the influence of social media reviews in shaping consumer purchase decisions. A structured questionnaire was used to collect primary data from consumers who actively use social media platforms. Statistical tools including percentage analysis, correlation analysis, and regression analysis, reliability test can be employed to examine the relationships among the variables. The findings are expected to reveal that social media reviews play a significant and vital role in influencing consumer purchase decisions by enhancing consumer trust, credibility, engaging and reducing uncertainty during the buying process.