• MUHAMMED SALIH VK
• Shashank
• Priyanka Topno
• Ankita Mishra

ABSTRACT: the digital era, customer evaluations and ratings have grown to be influential factors in determining sales and company reputation This study looks into how customer behaviour and brand success are affected by internet reviews.. By analysing existing studies, the project aims to understand how customer reviews influence brand perception, purchase decisions, and overall brand image. The project goes beyond established research by exploring the potential of micro-influencer partnerships and integrating interactive elements into review platforms to generate deeper customer engagement and provide businesses with real-time insights. The project also identifies a gap in research regarding the beauty industry, where the influence of online reviews on post-purchase satisfaction and repeat buying behaviour remains understudied. Through this comprehensive investigation, the project seeks to provide valuable learning outcomes for marketers and brand managers, including understanding the factors affecting review impact, the significance of different review types, and how reviews ultimately influence marketing performance

Online Reviews, Customer Reviews, Brand Reputation, Consumer Behaviour, Purchase Decisions, Digital Marketing

"THE IMPACT OF CUSTOMER REVIEWS AND RATINGS ON BRAND REPUTATION AND SALES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.d287-d305, May-2024, Available :http://www.jetir.org/papers/JETIR2405331.pdf

"THE IMPACT OF CUSTOMER REVIEWS AND RATINGS ON BRAND REPUTATION AND SALES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. ppd287-d305, May-2024, Available at : http://www.jetir.org/papers/JETIR2405331.pdf