HOW A BRAND’S ONLINE REPUTATION INFLUENCES CONSUMER DECISIONS
Keywords:
Online reputation, consumer behavior, brand trust, digital marketing, brand perception, social media influence, customer reviewsAbstract
In the digital age, a brand's online reputation plays a crucial role in shaping consumer purchasing decisions. Online reviews, social media presence, and customer feedback significantly impact trust and brand perception. This paper examines the influence of online reputation on consumer behavior, analyzing key factors such as customer trust, brand credibility, and purchase intent. Through a review of recent studies and statistical data, this research highlights how positive and negative online reputations affect consumer decision-making processes and discusses strategies businesses can adopt to maintain a strong online presence.
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