This study delves into the moderating and mediating effects of reviewer demographics and review type on the impact OCRs have on consumers' final verdicts when shopping online. Valence (ranging from positive to negative), volume (number of reviews), recency (how recently the review was posted), and depth of analysis (how lengthy the review was) are all variables used to characterize the online customer evaluations in this research. Next, let's talk about the mediator: the demographics (age, gender, income, and education) modify the relationship between the objectiveness and subjectivity of online reviews. It's worth noting that there isn't nearly enough information available to draw any firm conclusions on how much weight to give to online customer reviews (OCRs) in influencing consumer choices in Egypt. The link between online customer review dimensions and consumer choices was, however, tempered by factors such as age, gender, marital status, education level, occupation, and income.

Online consumer reviews, Consumers purchasing decisions, brands, product quality