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The significant impact of online reviews on consumer choice


In today’s digital age, consumers are placing more and more importance on online reviews when making purchasing decisions.

Reviews can have a significant influence on consumer choice, whether they are choosing a restaurant, hotel, product or service.

Impact on purchasing decisions

Online reviews play a crucial role in the consumer decision-making process. According to a study, almost 90% of consumers read online reviews before making a purchase. Positive reviews boost consumer confidence and encourage them to choose a specific product or service, while negative reviews can dissuade them.

Consumers often regard online reviews as personal recommendations, which makes them all the more influential.

Trust and corporate reputation

Online reviews help shape a company’s reputation. Positive reviews demonstrate the satisfaction of previous customers and reinforce the company’s credibility. They can also help establish trust with potential new customers.

On the other hand, negative reviews can damage a company’s reputation and reduce consumer confidence. It is therefore essential for businesses to actively monitor and manage their online reviews.

How can you make the most of online reviews?

  • Encourage satisfied customers to leave reviews: Companies can actively solicit reviews from their satisfied customers. This can be done through follow-up emails, requests on social networks or by including call to action in customer interactions.


  • Respond to reviews: It’s important to respond to reviews, whether positive or negative. A thoughtful and professional response shows customers that their opinion is valued and can help to resolve the issues raised in negative reviews.


  • Use reviews to improve products or services: Online reviews can provide valuable information about customer expectations and preferences. Companies can use this information to make continuous improvements to their products or services, which can strengthen their market position.


  • Highlight positive reviews: Companies can highlight positive reviews on their website, social media profiles and other marketing materials. This builds trust with potential consumers and increases their propensity to trust the company.


It is therefore undeniable that online reviews have a significant impact on consumer choices. They play a crucial role in the decision-making process, influencing the trust, reputation and credibility of businesses. Consumers increasingly value these reviews as personal recommendations.



By understanding the impact of online reviews and adopting a strategic approach to managing them, businesses can improve their reputation and attract new customers more easily.

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