Abstract
Consumer participation is vital for businesses, especially in online markets, because potential customers cannot physically check the product. One of the standard options is to watch the review on YouTube, a source of a host of information, including consumer-related products. However, it also provides a fertile ground for disseminating misinformation, including fake reviews of consumer goods, because the contents of the information are unverified. Fake reviews can create information asymmetry, lead to the dismissal of genuine reviews, and ultimately reduce market competition. Therefore, one would have expected that the popularity of YouTube would decrease as a source of information access. However, the number of users and reviewers is increasing daily. The factors that drive people to access more and more information from YouTube are easy to access and the influence of the reviewer. This study aims to examine the contents of YouTube videos by making a case study of reviews of a product and placing specific arguments for combating fake reviews.
Digital Object Identifier (DOI)
https://doi.org/10.55496/BGFG6288
Recommended Citation
Fasih, Faisal
(2024)
"Impact of Social Media Influencers (SMIs) on Consumer Choice: A Case Study of Reviews by YouTubers,"
International Journal on Consumer Law and Practice: Vol. 12, Article 4.
DOI: https://doi.org/10.55496/BGFG6288
Available at:
https://repository.nls.ac.in/ijclp/vol12/iss1/4
