Brunt of Online Product Reviews over Customers Assessment on Online Platform Instagram

The purpose of the study is to understand the attitude of consumers towards user-generated content (UGC) in relation to brand or expert feedback when it comes to online product reviews given by other users. This research explored the role of various contexts, perceived usefulness, perceived risk, perceived credibility, the intention of review valance, review source, and purchase. This study has also attempted to comprehend influence over customer’s attitudes towards UGC and explored its contributions to the perceived intention to buy. Every antecedent has a distinct impact on the buying mindset and intention. The goal of this analysis is to investigate how these contexts impact the attitude of customers towards UGC individually.