An investigation of consumer product reviews on digital marketing effectiveness: A study of an e-commerce platform in Lagos, Nigeria
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- NGN 5000
Background of the study
Digital marketing has transformed how consumers interact with brands, and online reviews have emerged as a critical influence on purchase decisions. In Lagos, an e-commerce platform leverages consumer product reviews as a feedback mechanism to enhance digital marketing effectiveness. These reviews not only provide potential customers with authentic opinions but also serve as a valuable source of data for companies to tailor their marketing strategies (Balogun, 2023). Recent studies indicate that positive online reviews can significantly boost conversion rates, while negative reviews may deter potential buyers (Okoro, 2024). The e-commerce platform in Lagos has implemented strategies to encourage reviews through incentives and user-friendly interfaces. Additionally, digital marketing campaigns are increasingly incorporating user-generated content to build trust and credibility (Afolabi, 2025). Despite the growing reliance on consumer reviews, there remains limited empirical evidence on how these reviews affect overall digital marketing effectiveness. This study investigates the role of consumer product reviews on the digital marketing performance of an e-commerce platform in Lagos. It explores factors such as review authenticity, frequency, and sentiment to determine their impact on consumer behavior and marketing outcomes.
Statement of the problem
Although consumer product reviews are widely available on e-commerce platforms, their direct effect on digital marketing effectiveness is not clearly established. The e-commerce platform in Lagos collects extensive review data; however, inconsistencies in review quality and potential manipulation can create ambiguity in their influence on consumer trust and conversion rates (Balogun, 2023). Moreover, companies struggle to integrate these reviews into actionable marketing strategies, leading to underutilization of valuable consumer insights (Okoro, 2024). This study seeks to address these gaps by evaluating how consumer reviews influence digital marketing outcomes and by identifying the key factors that drive review effectiveness (Afolabi, 2025).
Objectives of the study:
To assess the influence of consumer product reviews on digital marketing effectiveness.
To identify key factors in review quality that drive consumer trust and engagement.
To provide recommendations for optimizing the use of consumer reviews in digital marketing strategies.
Research questions:
How do consumer product reviews affect digital marketing effectiveness on an e-commerce platform?
Which review factors (e.g., sentiment, frequency, authenticity) most influence consumer behavior?
How can e-commerce platforms optimize review integration to enhance marketing outcomes?
Significance of the study
This study is significant as it offers empirical insights into the role of consumer product reviews in shaping digital marketing effectiveness. The findings will help e-commerce platforms in Lagos to better harness review data for improving consumer trust and conversion rates. The study contributes to academic literature on digital marketing and provides actionable recommendations for practitioners seeking to enhance marketing performance through effective review management (Okoro, 2024).
Scope and limitations of the study:
The study focuses on evaluating consumer product reviews on a single e-commerce platform in Lagos, Nigeria. Results may not be generalizable to other platforms or markets.
Definitions of terms:
Digital Marketing Effectiveness: The extent to which online marketing strategies achieve desired outcomes, such as increased sales or engagement.
Consumer Product Reviews: User-generated feedback and ratings provided by customers about a product.
E-commerce Platform: An online system that facilitates the buying and selling of goods.
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