This study aimed to investigate the impact of customer reviews on online purchase versus traditional purchase. A sample of 541 participants was selected for this study. The objectives of the study were two-fold: (1) to examine the impact of customer reviews on product selection, and (2) to assess the importance of published customer reviews on online displayed products and traditional marketing through word-of-mouth (WOM). The findings suggest that customer reviews have a significant impact on product selection, with online shoppers relying heavily on them to make informed purchase decisions. Moreover, published customer reviews are crucial for both online and traditional marketing as they help build trust and credibility among customers. Overall, this study sheds light on the critical role of customer reviews in shaping consumer behavior and offers valuable insights for businesses aiming to improve their marketing strategies.

WOM, Customer reviews, participant, product selection, traditional marketing