INFLUENCE OF SOCIAL MEDIA REVIEWS & RATINGS ON PURCHASING DECISIONS OF CONSUMERS IN INDUSTRIAL AUTOMATION SECTOR

Author

Mohit Vashistha, Dr. Anuj Goel


Abstract

 This study examines the influence of social media reviews and ratings on the purchasing decisions of consumers in the industrial automation sector. A descriptive research design was adopted, and primary data were collected from 380 industrial buyers and decision-makers in the National Capital Region (NCR) using a structured questionnaire. The findings reveal that social media reviews and ratings significantly influence brand selection, product evaluation, and purchasing decisions by enhancing trust, credibility, and perceived product reliability. Buyers rely more on user-generated content, experienced users' reviews, and online ratings than on traditional promotional advertisements when comparing industrial automation products. Social media platforms also facilitate faster and more informed decision-making by providing accessible, experience-based, and technically relevant information. The study highlights the growing importance of digital word-of-mouth in shaping industrial buying behaviour and offers valuable insights for manufacturers and marketers seeking to strengthen their digital marketing strategies.



Keywords

Social Media Reviews, Online Ratings, Electronic Word-of-Mouth, Digital Peer Recommendations, User-Generated Content



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References


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