The Impact of Online Comments on Other Consumer’s Purchase Intention

The Impact of Online Comments on Other Consumer’s Purchase Intention
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The Impact of Online Comments on Other Consumer’s Purchase Intention
The increasing advances in technology account for diverse changes in the way individuals and groups carry out their daily operational activities across the social, political, and economic domains of the global society. Advances in telecommunication technologies have, for instance, played a significant role in bridging the geographical barriers towards forming a global village and globalization of human activities across the said spectrum. The advent of social media platforms such as Facebook, Twitter, Instagram, and TikTok have led to cross-cultural interaction and integration, leading to the formation of networks with worldwide coverage. Individuals and groups alike make use of these networks to share feelings, opinions, ideas, and perspectives on different issues ranging from social, political, and economical. Online networks tend to be so powerful that they can even bring the desired political or social change, as witnessed in different countries around the world. The increasing competition witnessed across different sectors of the global economy necessitates the capitalization of these online networks for sustainable growth and development of both the local business entities and the multinational corporations. The correspondences on these established networks are known to have varied impacts on the performance of a product or feature being marketed online, including its sales volumes. It is, therefore, important to evaluate the impact of online comments on other consumers’ purchase intentions.
A consumer’s purchase intention refers to the subjective potential for customers deciding or choosing to buy products, which can also be used to predict customers’ purchasing behaviors. Multinational Corporations such as Amazon and Alibaba and other e-commerce business organizations make use of online platforms to conduct their diverse daily business operations CITATION Shi15 \l 1033 (Shi, 2015). The sustainable growth and development of such companies thrive on the approval ratings, reviews, referrals, and other from the online network of customers or users of such e-commerce platforms CITATION Zho17 \l 1033 (Zhou, 2017). The profitability and revenue generation of these entities is dependent on their management and response to online comments. Effective management of such comments leads to higher approval rates of products and services, leading to increased referrals and recommendations. The overall impact of such outcomes is the increased customer base and higher retention rates of consumers leading to long-term profitability and revenue generation. It is for this reason that these organizations maintain their competitiveness in the market while also securing and expanding their market shares.
Online comments by customers who have purchased goods through e-commerce sites and othe...