ONLINE REVIEW CREDIBILITY AND CONSUMER TRUST IN E-COMMERCE: INSIGHTS FROM TIER-2 CITIES OF MADHYA PRADESH

The meteoric rise of e-commerce in Indias Tier-2 cities represents one of the most significant shifts in the countrys digital economy. As online shopping transcends metropolitan boundaries, understanding how consumers in emerging urban centers evaluate digital information becomes critical for marketers and platform designers alike. This study investigates the relationship between online review credibility and consumer trust in e-commerce platforms, specifically focusing on Tier-2 cities of Madhya Pradesh-an understudied yet rapidly growing market segment. Drawing on Source Credibility Theory and the Elaboration Likelihood Model, this research examines how review characteristics (in formativeness, reviewer expertise, visual cues, and social validation) influence perceived credibility and, subsequently, consumer trust.