| # | Concept | Culture | Statement | Freq. |
|---|---|---|---|---|
| 1 | online reviews | South Africa | Online reviews greatly impact consumer trust and product choices in urban areas of South Africa. | 2 |
| 2 | online reviews | digital era | Online reviews are crucial in the digital era and heavily relied upon when making purchasing decisions. | 1 |
| 3 | online reviews | traditional | In traditional cultures, personal recommendations are more trusted than online reviews for making purchases. | 1 |