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What is Thanh Lam, N., & Thanh Dat, N. (2024) - Impact of Customer Online Reviews On Purchase Decision in Vietnam Using Brand Switching As A Mediator. about?

This study examines the impact of customer online reviews (CORs) on purchase decisions in Vietnam, with brand switching acting as a mediator. The research highlights that both positive and negative reviews significantly influence consumer behavior, affecting their loyalty to brands and ultimately their purchasing choices. The findings aim to assist businesses and marketers in understanding the importance of managing online reviews to enhance customer retention and sales growth.

Author

sarirestiana80

Language

EN