IMPACT
OF ONLINE REVIEW ON CURRENT MARKETING
Introduction.
Online
reviews are the feedback of a product or service by a consumer from their
purchasing experience, consumers can upload their review in social networks or
review website where this be known as modern word of mouth (WOM) or eWOM. These
reviews can impact the future customer purchasing decisions (Elwalda, Lü, & Ali, 2016). In fact, people trust and consider these
review as these advices comes from actual experience. These reviews can be positive or negative for
a business, in case of dissatisfied consumer can express their negative
feedback while, a happy consumer can comment in a positive way. Whenever a
consumer writes a negative review then the business should be quick to solve
the problem before the review gets to other future customers. However, a
greater one of positive reviews can trust on the business.
Literature Review
The
most challenging and uncontrollable reviews of positive and negative can
influence consumer purchase (Elwalda, Lü, & Ali,
2016). A study from (Bronner, & de Hoog, 2010) presents that there will be
always greater number of positive reviews than negative reviews. However, the business
should be more caution about the negative reviews and contact the consumers who
are being disappoint with product or service that he or she has got.
Customers
who is loyal to a brand will always ignore the negative reviews of the product
or service and the customer who is unlikely to this brand will always reject the
positive review (East, Hammond, & Wright, 2007). For
example, a loyal Apple consumer will always reject any negative reviews of
Apple product and another brand loyal consumer will always resist the positive
reviews.
The research of (Chang, Rhodes, & Lok, 2013)
advise that when a customer look for an unknown product or service he or she
will influence the decision making when that customer consider the review of
the product, therefore this brings the attention of the marketers.
Business marketers can solve this marketing issue by
few approaches where firstly follow up the customer reviews, award positive
reviews, contact the consumers who were not happy and try to provide a solution
to remove the negative feedback. For instance, the marketers in eBay always try
to keep up their rating closer to 5.0 and will immediately trying to solve the
problem by giving another item for free or refund the money to remove the
negative review.
Short video on How Online Reviews impact Businesses:
References
Bronner, F., & de Hoog, R.
(2010). Consumer-generated versus marketer-generated websites in consumer
decision making. International Journal Of Market Research, 52(2),
231. http://dx.doi.org/10.2501/s1470785309201193
Chang, T., Rhodes, J., & Lok,
P. (2013). The Mediating Effect of Brand Trust Between Online Customer Reviews
and Willingness to Buy. Journal Of Electronic Commerce In Organizations, 11(1),
22-42. http://dx.doi.org/10.4018/jeco.2013010102
East, R., Hammond, K., &
Wright, M. (2007). The relative incidence of positive and negative word of
mouth: A multi-category study. International Journal Of Research In
Marketing, 24(2), 175-184.
http://dx.doi.org/10.1016/j.ijresmar.2006.12.004
Elwalda, A., Lü, K., & Ali,
M. (2016). Perceived derived attributes of online customer reviews. Computers
In Human Behavior, 56, 306-319.
http://dx.doi.org/10.1016/j.chb.2015.11.051
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