Why should I believe this?: deciphering the qualities of a credible online customer review

Why should I believe this?: deciphering the qualities of a credible online customer review
Document type
Conference Paper
Author(s)
Clare, Carl; Wright, Gillian; Paucar-Caseres, Alberto
Publisher
British Academy of Management
Date of publication
9 September 2014
Series
British Academy of Management Conference Proceedings 2014
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

Download (399KB )

Your use of this content is subject to the terms and conditions of this portal

[Authors' original abstract]

Online customer reviews have been shown to have a powerful impact on the sales of a given product or service. However, the qualities of a ‘credible’ online customer review are still subject to debate. Existing research has highlighted the potential influence of a range of factors on the credibility of an online customer review, but relies heavily on quantitative methods and a ‘top down’ approach. In turn, this can reduce our understanding of the influence of these factors into merely discerning whether one pre-determined factor is more influential than another is. This paper adopted a ‘bottom up’ thematic analysis of individual qualitative interviews with a purposeful sample of consumers who regularly utilised online customer reviews. By undertaking a different approach to previous research, this study was able to complement existing quantitative findings with the additional depth and understanding that qualitative research can provide.

Related to Marketing: all aspects of marketing, advertising and public relations

Challenges-and-opportunities-facing-marketers-in-2017

Downloadable report about key challenges and opportunities marketers are facing in 2017.

Building marketing and sales capabilities to beat the market

The lean-manufacturing revolution profoundly altered the business world as companies reinvented how they built things to…

Six steps to transform your marketing and sales capabilities

Business leaders face pressure to deliver above-market growth at the best of times. When the global economy is weak, that…

Consumer protection partnership: priorities report 2015: second report on the partnership's work to date and future priorities

A report from the Consumer Protection Partnership describes their activities in 2013-4 and plans for 2015. Past priorities…

More items related to this subject