Influence of online reviews on purchase intentions

Abstract

The purpose of the internship program at the end of Bachelor of Business Administration program is to familiarize the students with the professional world and give them a real world working experience. With that aim in mind, I started my internship at Boomerang Digital on the January 15th, 2017. In this report, I have worked on “The Influence of Online Reviews on Purchase Intentions” I have tried to overcome all the limitations and tried to construct a successful report.An overview of Boomerang Digital has been provided, including their origins, values, culture and offerings. Readers will get an idea of how Boomerang functions along with my role in the company. My development as a marketer has also been noted in this section of the report. For the research part of this report, I have written a literature review for better understanding of the whole topic. Primary data was also collected and analyzed using STATA package. The results went through reliability tests, hypothesis testing along with regression analysis. Ultimately, I was able to show the practical implementations for this research along with scope for further study.