Influence of reviews on the retailer 's brand page in Facebook on purchase of goods, from the customers’ point of view

The article describes the study conducted by the author about the impact of reviews on the brand page of the Russian FMCG retail networks in the social network Facebook on the purchase of goods. The article describes previous studies that allow you to see the impact of reviews on the intention to make a purchase and on sales. However, there is currently a fairly small number of studies devoted to the study of customer opinions regarding the impact of reviews on the company’s Facebook page on customer behavior. In this regard, the author decided to conduct this study, which allows to see the impact of the reviews posted on the page of the retail network on Facebook on the purchase of goods, based on the opinions of customers. The novelty of the author’s approach is to study the effect of reviews on the brand pages of Russian retail chains on Facebook on customer behavior. It is worth noting that almost all Russian FMCG retail chains have their own pages on the social network Facebook, but not everyone uses such functionality as reviews. Partly, companies are afraid of negative feedback, partly they do not understand the importance of having reviews. The results of this study will help to see the importance of having reviews on a company’s Facebook page.