Customer reviews and recommendations are feedback and opinions that customers voluntarily provide about a product or service.
In the context of marketing, they serve to give potential customers an honest and authentic picture of other customers' experiences with a product or service. These reviews and recommendations can be both positive and negative and are often published via online platforms or social media. Other methods include interviews or questionnaires, communities or review platforms.
They have an important function in marketing, as they can strengthen the trust and credibility of a company or product. Customers often trust the opinions of other customers more than the marketing statements of a company. This also gives companies valuable feedback and helps them to identify the strengths and weaknesses of their products or services.