Publicação
The role of negative online reviews on brand image: The judges behind the screen effect
| Resumo: | The main goal of this study is to explore a literature gap by analyzing the credibility of negative (COR) online reviews and their impact on brand image. It elucidates how credible reviews shape consumer perceptions and offer insights for businesses to manage their online reputation efficiently. This research uses a quantitative survey methodology to gather data from participants and SmartPLS4 to evaluate the relationship between different factors (source, quality, and consistency of a review and perceptions that the review reader owns) and the credibility of online reviews. The results show that the review source and quality have a higher impact on the credibility of the online reviews since reviews with these characteristics can provide real-life justifications deemed trustworthy by consumers. This study explores concepts like corporate image and brand trust and determines that the first concept does not influence brand image, while brand trust influencesit. Furthermore, COR positively affectsthe brand image, so consumers rely heavily on online reviews before purchasing. When a COR presents negative aspects, the brand image will deteriorate, so COR can negatively affect the brand image. The findings contribute to understand the role of online reviews in contemporary consumer behavior and brand management. |
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| Autores principais: | Gomes, Rebeca Filipa Cardoso e Nobre Pinheiro |
| Assunto: | Brand Image Negative Online Review Reviewer's Perceptions Credible Online Review SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The main goal of this study is to explore a literature gap by analyzing the credibility of negative (COR) online reviews and their impact on brand image. It elucidates how credible reviews shape consumer perceptions and offer insights for businesses to manage their online reputation efficiently. This research uses a quantitative survey methodology to gather data from participants and SmartPLS4 to evaluate the relationship between different factors (source, quality, and consistency of a review and perceptions that the review reader owns) and the credibility of online reviews. The results show that the review source and quality have a higher impact on the credibility of the online reviews since reviews with these characteristics can provide real-life justifications deemed trustworthy by consumers. This study explores concepts like corporate image and brand trust and determines that the first concept does not influence brand image, while brand trust influencesit. Furthermore, COR positively affectsthe brand image, so consumers rely heavily on online reviews before purchasing. When a COR presents negative aspects, the brand image will deteriorate, so COR can negatively affect the brand image. The findings contribute to understand the role of online reviews in contemporary consumer behavior and brand management. |
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