Abstract

In contemporary digital marketplace, online reviews have emerged as critical factor inducing consumer purchasing behavior. Studies shows that majority of consumers actively consult online reviews prior to making purchase decisions. However, advancement of AI technologies has introduced new challenges, especially surge in AI-generated fake reviews, which can distort consumer perceptions and compromise credibility of online platforms. In response, this study investigates multifaceted impact of online reviews on consumer behavior in context of mobile phone purchases, focusing on key aspects including review authenticity, source credibility, and consumer demographics. Moreover, current research work outlines potential avenues for future studies, including exploration of evolving consumer trust dynamics, impact of influencer endorsements, and role of cognitive biases in online review interpretation. These insights provide a comprehensive understanding of online review influence, offering valuable guidance for academics, and policymakers aiming to optimize consumer experiences.