The Impact of Customer Reviews and Ratings on Brand Perception of GRWM: Get Ready With Me Cosmetics

This study examined the impact of customer reviews and customer ratings on the brand perception of GRWM (Get Ready With Me) Cosmetics among Filipino consumers using the Elaboration Likelihood Model (ELM) as the theoretical framework. Specifically, the study investigated how customer reviews influence brand perception through the central route of information processing and how customer ratings affect brand perception through the peripheral route. A quantitative explanatory research design was employed, utilizing a structured online survey administered to 385 consumers of GRWM Cosmetics in the Philippines who were at least 18 years old and had prior experience using the brand. Data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM) in RStudio. Results indicated that respondents highly valued customer reviews (M = 4.21, SD = 0.87) and customer ratings (M = 4.22, SD = 0.86). Customer reviews significantly influenced the central route (β = 0.897, p < .001), while customer ratings significantly influenced the peripheral route (β = 0.776, p < .001). Both the central route (β = 0.424, p < .001) and peripheral route (β = 0.500, p < .001) significantly predicted brand perception. Mediation analysis revealed that the central and peripheral routes partially mediated the relationships between customer reviews, customer ratings, and brand perception. The findings confirm the applicability of the ELM in the Philippine cosmetics industry and underscore the importance of managing both detailed customer feedback and rating systems to strengthen positive brand perceptions.