Paper Key : IRJ************013
Author: Aakash Upadhyay,Subhash Kumar Sharma ,Prashant Parmar
Date Published: 03 Apr 2025
Abstract
Customer reviews play a crucial role in shaping online purchase decisions, especially in the skincare industry. As consumers increasingly rely on digital platforms to buy beauty products, the credibility and sentiment of customer reviews significantly influence their choices. This study examines the impact of online reviews on skincare purchases, analyzing factors such as review authenticity, sentiment, and brand engagement. Using a combination of sentiment analysis, surveys, and case studies, the research highlights how positive and negative reviews shape consumer trust and buying behavior. The findings suggest that detailed, authentic, and image-supported reviews enhance consumer confidence, while negative reviews emphasizing adverse reactions deter purchases. The study provides actionable insights for skincare brands to improve online engagement, manage reviews effectively, and foster brand loyalty.
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