IMPACTS OF CUSTOMER REVIEWS ON MARKETING: A COMPREHENSIVE ANALYSIS
AUTHOR – THANESH NG* & DR. S. MARUTHAVIJAYAN**
* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, THE TAMILNADU DR.AMBEDKAR LAW UNIVERSITY
**ASSISTANT PROFESSOR, SCHOOL OF EXCELLENCE IN LAW, THE TAMILNADU DR.AMBEDKAR LAW UNIVERSITY
BEST CITATION – THANESH NG & DR. S. MARUTHAVIJAYAN, IMPACTS OF CUSTOMER REVIEWS ON MARKETING: A COMPREHENSIVE ANALYSIS, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (7) OF 2025, PG. 232-264, APIS – 3920 – 0001 & ISSN – 2583-2344
Abstract:
In today’s digitally driven marketplace, customer reviews wield significant influence over consumers’ purchasing decisions and brand perceptions. This paper examines the multifaceted impacts of customer reviews on marketing strategies across various industries. Drawing upon recent research and industry practices, the study delves into how customer reviews shape brand reputation, influence consumer trust, and impact sales performance. Furthermore, it explores the role of online platforms and social media in amplifying the reach and impact of customer reviews. The analysis also considers the challenges and opportunities that arise from managing and leveraging customer feedback effectively. Key factors such as review authenticity, sentiment analysis, and response strategies are discussed in the context of optimizing marketing efforts. Through a synthesis of empirical evidence and theoretical frameworks, this paper elucidates the evolving dynamics of customer reviews in shaping contemporary marketing practices. The findings underscore the imperative for businesses to cultivate a proactive approach towards monitoring, managing, and leveraging customer reviews as a pivotal component of their marketing strategies. This study contributes to a deeper understanding of the complex interplay between customer feedback and marketing outcomes, providing actionable insights for businesses striving to thrive in today’s competitive landscape.
Keywords: Customer reviews, Marketing strategies, Brand reputation, Consumer trust, Sales performance, Online platforms, Social media, Review management, Sentiment analysis, Response strategies.