Exploring The Role Of Social Media In Shaping Consumer Perception Of Product Quality

Abstract

The emergence of social media platforms has dramatically transformed how consumers perceive and evaluate product quality. This study investigates the role of social media in shaping consumer perception of product quality by analysing user-generated content, influencer endorsements, and brand engagement strategies. A quantitative research design was employed, and primary data were collected from 229 respondents through a structured questionnaire. The data were analysed using correlation and regression analysis to determine the strength and nature of the relationship between social media usage and perceived product quality.

The results revealed a statistically significant positive correlation between social media influence and consumer perception of product quality. Regression analysis further indicated that social media variables such as reviews, likes, shares, and influencer endorsements significantly predict consumer perception. The findings emphasize the growing importance of digital trust and peer validation in shaping quality perception, particularly among millennials and Gen Z consumers.

This research provides valuable insights for marketers aiming to build trust and credibility through digital platforms. By understanding the impact of social media content, businesses can strategically manage online communication to enhance consumer trust and drive purchase decisions. The study concludes that social media is not just a promotional tool but a vital factor in influencing product quality perception. It recommends that marketers invest in content authenticity, consumer engagement, and influencer partnerships to sustain positive consumer sentiment.