| Abstract: |
This study examined the effect of online marketing reviews on consumer purchasing decisions of human hair wigs among adolescents in tertiary institutions in Delta State, Nigeria. The rapid growth of social media and digital marketing platforms has increased adolescents' exposure to online reviews, influencer endorsements, and user-generated content, which play a significant role in shaping purchasing behaviour. A cross-sectional survey research design was adopted for the study. The population comprised students from selected tertiary institutions in Delta State, from which a sample size of 396 respondents was determined using the Taro Yamane formula. Data were collected using a structured questionnaire based on a five-point Likert scale. The instrument was validated by experts, and its reliability was confirmed using the test–retest method with a reliability coefficient of 0.89. Data analysis was carried out using descriptive statistics and inferential tools at a 0.05 level of significance. The findings revealed that online marketing reviews have a significant influence on adolescents' purchasing decisions of human hair wigs. Positive reviews enhanced purchase intention and brand trust, while negative reviews discouraged buying decisions. The study also found that social media platforms amplify the effect of online reviews, and digital influence interacts with peer recommendations and personal preferences in shaping purchasing behaviour. The study concluded that online marketing reviews are a major determinant of consumer purchasing decisions among adolescents. It therefore recommended that beauty brands and marketers strategically manage online reviews and leverage credible social media platforms to positively influence adolescent consumers |
