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Brands need realistic reviews to balance flawless five-star perception online

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  • O’Neil, Theresa

Abstract

Fully understanding the power and impact of review content is an enormous challenge. This study offers actionable plans to enhance marketplace presence using both positive and negative third-party review content. Placing review content at every stage in the buyer cycle ensures consumers are supported with content that complements product and service descriptions. Brands will learn how to place and manage that content with law-abiding practices and the relative values of consumer perception, volume of reviews, cumulative ratings and individual value. A successful user-generated review strategy encompasses elements from these five areas. This study reveals that while it is essential to qualify the review source, if the review content is agreeable, the source is secondary. The paper describes how to verify review content and minimise the investigatory time that distracts consumers from purchase. It proves that a product with only a few detailed reviews will be just as strong, or stronger, than a product with many short reviews; in both cases, the average star rating is the key converter. The paper will deliver the benefits of supporting product and service descriptions with both positive and negative review content, off-site and on.

Suggested Citation

  • O’Neil, Theresa, 2016. "Brands need realistic reviews to balance flawless five-star perception online," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(2), pages 131-140, August.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:131-140
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    More about this item

    Keywords

    reviews; user generated content; UGC; genuine content; star ratings; personalisation; digital content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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