Customer testimonials is a form of unsolicited or solicited qualitative data derived from satisfied customers articulating positive experiences, successes, or endorsements related to a product, service, or organization. As a research concept and marketing phenomenon, it investigates the generation, characteristics (e.g., format, authenticity, content), dissemination, and perceptual impact of these endorsements on potential customers, brand reputation, and market outcomes, serving as a key element of social proof in consumer decision-making processes.