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The Influence of Social Media on Consumer Purchases and the Problem of Fake Reviews and Endorsements
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Author(s): P. S. Venkateswaran (PSNA College of Engineering and Technology, India), M. Lishmah Dominic (PSNA College of Engineering and Technology, India), Sandhya Tumma (Vignan's Foundation for Science, Technology, and Research, India), Shikha Singh (Ajeenkya D.Y. Patil University, India), Deepak Kem (Dr. K.R. Narayanan Centre for Dalit and Minorities Studies, India)and J. Rahila (Dhaanish Ahmed College of Engineering, India)
Copyright: 2025
Pages: 26
Source title:
E-Commerce, Marketing, and Consumer Behavior in the AI Era
Source Author(s)/Editor(s): Ahmed J. Obaid (University of Kufa, Iraq), Adriana Burlea-Schiopoiu (University of Craiova, Romania), Bharat Bhushan (Sharda University, India), Sobirov Bobur (Tashkent State University Economics, Uzbekistan)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-5548-0.ch011
Purchase
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Abstract
The study's goal is to determine how social media influences consumer purchasing decisions and investigate the issue of counterfeit reviews and endorsements. Information from a survey investigates how social media platforms such as Facebook, Instagram, Twitter, YouTube, and LinkedIn influence consumer behaviour. Despite the prevalence of false reviews in the information interface that consumers peruse, there is a lack of research to understand the role of fake reviews in the online purchase process. Consequently, the objective of this paper is to investigate the modifications in consumers' online purchase intentions that occur as a result of reading false evaluations in various scenarios. For products with a high level of brand recognition, false reviews do not influence consumers' purchase intentions. Conversely, for products with a low level of brand recognition, the degree of fakeness in the reviews decreases consumers' purchase intentions. Deceptive reviews and endorsements present a significant obstacle.
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