DIGITAL CUSTOMER REVIEWS AND CUSTOMER PATRONAGE OF FASHION ACCESSORIES IN PORT HARCOURT

Abstract

This study examined the relationship between Digital Customer Reviews and Customer Patronage of Fashion Accessories in Port Harcourt. Specifically, this paper sought to examine how reviewer credibility and reviews quantity relates to sales volume growth and profit growth of fashion accessories in Port Harcourt. The research design adopted was descriptive design because the study involved direct contact with a cross section of the respondents who shared similar features. The population in the study was infinite. A sample size of 384 was drawn using Krejcie & Morgan sample size determination table. However, only 350 respondents provided information for the study. Structured questionnaire and the hypotheses were tested using Pearson Product Moment Correlation. The finding show that reviewer credibility and review quantity have positive effects on sales volume growth and profit growth. All the proxies for digital customer reviews have a positive effect on measures of customer patronage of fashion accessories in Port Harcourt. It was concluded that credible reviewers—those perceived as trustworthy and knowledgeable—play a critical role in influencing customer purchasing decisions, thereby driving sales growth for fashion brands. Also, the quantity of reviews also significantly affects consumer behavior, as a higher number of reviews provides social proof, encouraging more potential customers to make purchases. It was therefore recommended amongst others that fashion brands should incentivize credible reviewers, especially those with influence in the fashion community, to share their positive experiences. This can enhance the trustworthiness of reviews and boost customer confidence in purchasing products.