Impact of Online Reviews on Apparel Purchases via Meesho in Urban and Rural Gujarat

As Indian e-commerce continues to rapidly evolve, online reviews have emerged as a compelling choice for influencing consumer purchasing behaviours. This study sought to evaluate the impact online reviews have on consumers when making apparel purchases through Meesho, a mobile social commerce platform that is experiencing particular success with users in Tier 1, Tier 2, Tier 3 cities, and rural areas. The aim of this study was to better understand how consumers evaluate and respond to social commerce products and sellers based on online reviews such as star rating versus user comments versus customer images and quantity of reviews collectively influence their buying choices. The results are based on 100 responses to structured questionnaires administered to Meesho users in Gujarat. Data analysis uncovered key patterns of behaviour: 75% of respondents always (or often) rely on reviews, and 73% of respondents found reviews had a high to very high influence on their final purchase. Females and Tier 1 were more frequent shoppers, while trustworthiness of reviews was obviously most highly associated with visuals and detailed narratives. Interestingly, consumers preferred products with a lower star rating but more reviews because they favoured social proof over averages.The research highlights demographic disparities in review-reading behavior, showing variations in trust, skepticism, and emotional response based on region, gender, and profession. These insights are valuable for marketers, e-commerce strategists, and Meesho sellers aiming to boost product visibility and consumer trust. The study recommends promoting authentic, image-verified reviews and leveraging consumer psychology to influence online purchase decisions.