Navigating Digital Deception: The Mediating Power of Brand Experience in Review Driven E Commerce

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.