In today's digital age, where internet platforms enable users to publicly express their opinions about products, services, and businesses, user-generated online reviews have become ubiquitous and have a significant impact on consumers. Online reviews can be a key factor in shaping consumers' perceptions of a particular brand or business entity. This paper will explore how user-generated online reviews influence the reputation-building of a company. The paper analyzes how online reviews contribute to brand building, shape consumer behaviour, and affect the perception of product or service quality. It also explores how trust among consumers is established through online reviews and identifies key factors for review credibility. The relationship between online reviews, customer loyalty, and incentivizing users to leave reviews through reward programs is examined, as well as how online reviews can be effectively integrated into marketing strategies, including social media and email marketing campaigns. Through the analysis of survey results, the paper investigates the real impact of online reviews on reputation building, with a focus on survey methodology, sample size, and statistical data. The primary objective of this paper is to underscore the importance of the role of user-generated online reviews in shaping a company's reputation. By analyzing their impact on consumer perception through conducted surveys, it will explore ways in which companies can leverage online reviews for marketing purposes and reputation management. The paper will provide practical guidelines for companies on how to enhance their products/services based on user feedback.