Dalmoro, MarlonAkacha, Ines2024-11-072024-11-072024-10-28http://hdl.handle.net/10362/174748Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsConsumer culture changed nowadays due to digitalization. The theoretical background of this thesis will examine how recommendations and reviews become an important part of our daily lives by influencing consumer choices, social norms, and the community dynamic. This thesis focuses on the influence of online reviews and guidance on consumer culture. The purpose is to examine the influence that online reviews and recommendations have on consumer culture. Structured interviews were conducted with twenty consumers and ten psychologists to collect information. A thematic analysis was made on interviews to point out the patterns and ideas. With the results, it was identified that online reviews and recommendations have an important impact on consumers' perceptions and the choices of their purchases. Respondents admitted to putting a lot of trust in digital opinion and prioritizing them over traditional sources of information. Experts in psychology came up with valuable ideas about psychological mechanisms backing up this behavior, highlighting the importance of herd mentality and bias. In this study, it was observed that online reviews and recommendations highly influence consumer culture. That influences personal behaviors but also market trends. Showing the importance of managing an online reputation with adequate strategies.engOnline reviewsCultureRecommendationsImpactConsumerSDG 8 - Decent work and economic growthSDG 12 - Responsible production and consumptionSDG 17 - Partnerships for the goalsmaster thesis203795008