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78% say online user reviews strongly influence their choice, rising to 87% among 20s.
Google Reviews/Maps leads for hotels and restaurants; TikTok and Facebook lead for cosmetics and fashion.
Photos or video (69%) and detailed content (60%) matter more than star ratings (51%).
Consumers avoid products rated below 3.6 stars on average; 74% need 50+ reviews to trust.
54% trust ordinary users' reviews more than KOLs; only 13% lean toward influencers.
67% feel able to spot fakes, mainly via missing real photos, generic text, suspicious accounts.
200 Vietnamese male and female in HCM and Hanoi, 20-49 years old