Rita, Paulo Miguel Rasquinho FerreiraOliveira, Pedro Miguel Garcia deGato, Ana Carolina Lopes2024-10-282024-10-25http://hdl.handle.net/10362/174175Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe accelerated evolution of digital technologies has significantly impacted consumer behavior, particularly within the luxury fashion sector. This research investigates how online reviews impact high-end fashion consumer purchases, focusing on review quality, quantity, and ratings. A survey and structural equation model assessed how reviews affect Portuguese consumers' attitudes, product involvement, and purchase intentions of luxury products. The findings indicate that high-quality online reviews significantly enhance product category involvement and positively influence purchase intentions and consumer attitudes toward products. The findings indicate that the quantity of information and customer ratings significantly enhance the quality of online reviews. Additionally, attitudes toward products directly improve purchase intentions and affect product category involvement. The involvement with the product also affects the intention to buy. This research contributes to understanding digital consumer behavior in the luxury fashion market, providing actionable insights for luxury brands to optimize their online presence and customer engagement strategies.engLuxury Fashion ApparelOnline ReviewsPurchase IntentionConsumer Decision-MakingSDG 4 - Quality educationmaster thesis203778553