FAKE REVIEWS AND THEIR EFFECTS ON CONSUMER TRUST AND PURCHASING: A DATA-DRIVEN STUDY (KEY IJP************143)

• Tikare Manasi,Mr. G. S. Udaya Kiran Babu,Dr. D William Albert

Abstract

In the digital era, online reviews significantly shape consumer purchasing decisions. However, the increasing presence of fake reviewsintentionally misleading or deceptive opinionsposes a substantial challenge to the authenticity and integrity of e-commerce platforms. This study presents a comprehensive, data-driven analysis of how fake reviews influence consumer trust, credibility perception, and purchasing behavior. Unlike existing literature that primarily focuses on the detection of fake reviews, this research explores their psychological and behavioral impact on consumers.A mixed-method approach was employed, comprising three components: an online consumer survey, a controlled experimental study, and a correlation analysis using real-world data from platforms such as Yelp. The survey, with over 300 participants, revealed that although 89% of users rely on online reviews, only 34% believe they can accurately identify fake ones, and 48% acknowledged making poor decisions due to deceptive reviews. In the experimental phase, participants exposed to fake reviews demonstrated a 26% decline in trust and a 20.5% decrease in purchase intent compared to those who read authentic reviews. Additionally, the correlation analysis showed that positive fake reviews had a strong association with short-term sales boosts (r 0.62), while fake negative reviews were moderately linked to declining product ratings (r -0.47).The findings highlight that fake reviews not only mislead individual consumers but also distort marketplace dynamics. This research underscores the urgent need for advanced detection mechanisms, enhanced platform policies, and user education strategies to mitigate the detrimental effects of fake online reviews on consumer behavior and trust.