Abstract:
This research examines the effects of fake reviews, a common tactic on the online shopping behavior of
consumers, with special emphasis on the mediating role of brand experience with reference to beauty and
skincare industry in Sri Lanka. The study used a quantitative design, surveying 250 participants from the
western province. Structured questionnaires validated based on a pilot test with 30 participants were used to
collect data, enhancing clarity and construct validity. To minimize selection bias, snowball sampling technique
was employed. Internal reliability was also achieved through Cronbach's alpha values of more than 0.8 for all
variables, and factor analysis (KMO > 0.6) provided construct adequacy. Normality testing yielded p-values >
0.05, confirming appropriateness of data for parametric analysis. The findings reveal that linguistic hybridity
and sociocultural factors increase Sri Lankan consumers’ susceptibility to fake reviews. Brand experience was
discovered to play a significant mediating role as a buffer against the detrimental influence of deceptive reviews.
These findings underscore the need for e-commerce platforms to develop culturally sensitive trust building
mechanisms and for brands to foster authentic customer engagement. The study contributes to the increasing
body of research on consumer behavior in emerging markets and highlights the nexus between digital marketing
and sociocultural dynamics in driving trust in e-commerce.
