Online Consumer Reviews and Purchase Intention: The Mediating Role of Celebrity Endorsement among Gen Z in Pakistan

Abstract

The digital transformation of consumer behavior has altered how people evaluate products and make purchasing decisions, particularly among Generation Z, which has grown up immersed in online platforms and social media ecosystems. The formulation of the problem in this study is how to describe and how much influence online customer reviews have on purchase intention. This research deploys quantitative methods. The research used a primary research method (the authors devised the survey questions and collected data), gathering data from 347 respondents using a questionnaire. the findings reinforce the role of OCR as a primary determinant of purchase intention among Generation Z, as demonstrated by both global and Generation Z-specific data.