The rapid growth of social media has transformed how consumers gather information before making a purchase. Social media reviews – including comments, ratings, and testimonials posted by users – play a significant role in shaping purchase intentions. This study examines the influence of social media reviews on consumer purchase intentions among residents of Thoothukudi district. A structured questionnaire was administered to 299 respondents selected through convenience sampling. Data were analyzed using descriptive statistics and factor analysis to identify core dimensions influencing purchase intentions. The results suggest that trustworthiness of reviews, review valence (positive/negative), and perceived usefulness of reviews significantly impact consumers’ likelihood to purchase. Recommendations for marketers and limitations of the study are also discussed
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