A COMPARATIVE ANALYSIS OF ONLINE REVIEWS AND FACEBOOK FEEDBACK FOR PAKISTANI PRODUCTS ON ALIBABA AND AMAZON USING THE ELM MODEL

Abstract

This study conducts a comparative analysis of online customer reviews and Facebook feedback regarding Pakistani products on two prominent e-commerce platforms, Alibaba and Amazon. The evaluation is approached from the perspective of the Elaboration Likelihood Model (ELM), which seeks to understand the factors influencing the effectiveness of persuasive communication. By examining the content and sentiment of customer feedback on both platforms, this research aims to provide insights into the persuasiveness of online reviews and feedback in shaping consumer perceptions and behavior. Consumers tend to prioritize user-generated reviews and ratings over the perceived trustworthiness of the vendor when evaluating product attributes. This suggests that feedback from other users holds more weight in their decision-making process. Additionally, the way sellers address both positive and negative reviews plays a crucial role in user engagement, significantly affecting how consumers interact with products and sellers.