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Product Reviews on Social Media and The Effect on Purchasing Decisions

by Mehreen Zahid, Contributing Author



 

 

Introduction


Maybe you are hesitant about buying a certain skincare product you see trending all over social media. A quick search on any platform brings you to multiple reviews of users posting their improved skin results before and after the product, solidifying your decision to purchase it. The gamble of whether a product is worth purchasing has greatly diminished thanks to the widespread availability of product reviews on consumer websites like Amazon and social media platforms. These reviews cover a wide range of products, from food items at stores like Trader Joe’s to viral skincare products and kitchen gadgets. No matter how large or small the item, it's likely that someone has reviewed it online. So, how do reviews benefit consumers? Product reviews provide real user experiences, offering insights into the actual performance, quality, and usability of a product from people who have purchased it. This makes it easier to compare items and choose the best option based on personal needs and preferences. Social media reviews are frequently updated, ensuring consumers have access to the most recent feedback, including any changes or improvements made to a product. For example, TikTok Shop enhances product reviews by integrating shopping directly into the app. Users can watch real-time reviews, see live demos, and buy products seamlessly without leaving TikTok. This feature makes it easier for consumers to make informed decisions based on up-to-date feedback and influencer recommendations. However, there are downsides to product reviews. Companies may pay influencers to promote their products, which can introduce bias and affect the credibility of the reviews. Additionally, popular products with many reviews might be perceived as better simply due to their visibility, leading to a herd mentality where consumers purchase trendy items without considering their own needs. For example, certain perfumes trending on TikTok end up being one of the most bought items- most people purchase it without even knowing how it smells. It's important to remember that not all products will suit everyone. Always use reviews as just one part of your decision-making process and seek out credible sources for more thorough research.


 

TLDR


Product reviews on websites and social media have made it easier to determine whether a product is worth buying by providing real user experiences and up-to-date feedback. They help consumers compare products and make informed choices. However, there are downsides, such as biased reviews from paid influencers and the tendency to follow trends without considering personal needs. It’s important to use reviews as one part of your decision-making process and seek credible sources for a well-rounded perspective.


 

Tips for Parents & Clinicians


1.  Evaluate Sources: Encourage children to assess the credibility of reviews by checking if they come for verified purchasers or if they are from an influencer. Most platforms will show “Paid by Sponsorship” somewhere in the video, which will indicate a biased video 


2.  Identify Trends: Ask your children  if there is something that is trending that they would love to own. Explain to them the concept of trending products and the potential herd mentality, emphasizing that just because something is popular doesn’t mean it’s the best choice.


3.  Compare Reviews Together: Let’s say your child is looking for a new backpack for school. Comparing reviews together, both on the good and bad of the product, is a great way to introduce this concept to your child. Talk about all the components of an item that should be thought of, such as durability for a backpack.

 


Pros & Cons


Pros:

· Informed decisions

·  Consumer awareness

·  Recent information

 

Cons:

·  Fake reviews

·  Paid promotions

·  Popularity bias

 

Relevant Links


1.  How Social Media Empowers Consumers: Researching Products and Reading Reviews: 


2.  Sponsored Content: What You Need to Know:


3. What is DE-influencing? Trend on Social Media Aims to Give Consumers “Real” Reviews on Products:

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