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Online Consumer Reviews as Marketing Instrument

Author

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  • Fruth Andreas
  • Monica Neacsu

Abstract

Consumers’ recommendations (as word-of-mouth promotion) always represented an accurate barometer in evaluating market acceptance for goods and services. Due to the time and space barriers being removed in the online environment, the spread of positive or negative opinions regarding a product or a service is done at an exponential pace. Thus, panning a strategy to monitor and actively influence online consumer opinions should be a primary focus for any company, regardless if it is a local or a global one. This article aims to identify the means through which consumer reviews can be used in an efficient and effective way and also suggests marketing techniques designed to influence potential consumers in the desired direction.

Suggested Citation

  • Fruth Andreas & Monica Neacsu, 2014. "Online Consumer Reviews as Marketing Instrument," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(3), pages 128-131, September.
    • Handle: RePEc:khe:journl:v:6:y:2014:i:3:p:128-131
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    References listed on IDEAS

    as
    1. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
    2. Ann E. Schlosser, 2005. "Posting versus Lurking: Communicating in a Multiple Audience Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 260-265, September.
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    Cited by:

    1. Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.

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    More about this item

    Keywords

    Word-of mouth promotion; social networks; online marketing; consumer opinion; online reviews;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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