Subject category:
Marketing
Published in:
2015
Length: 9 pages
Data source: Published sources
Topics:
Advertising appeals and consumer behavior; Advertising appeals and consumer communication; Advertising appeals and customer value proposition; Advertising appeals; Advertising appeals and abrasive advertising; Advertising appeals and celebrities; Visualizers and verbalizers; Advertising appeals and benefits of a brand's value proposition
Abstract
This case study’s objective is to assess whether and how online consumer reviews affect consumers’ attitudes. Presented through the dilemmas of the protagonists of the case study - Sumanth and Geeta - this case study outlines, based on research reports, several reasons as to why consumer reviews became quite ubiquitous, especially in the digital age. However, with fake reviews and ‘paid’ reviews, how would a consumer sieve the information? Would consumers’ attitudes swing based on consumer reviews - either positive or negative? For what kind of product/service categories, online consumer reviews would make a significant difference?
Location:
Other setting(s):
2011-2014
About
Abstract
This case study’s objective is to assess whether and how online consumer reviews affect consumers’ attitudes. Presented through the dilemmas of the protagonists of the case study - Sumanth and Geeta - this case study outlines, based on research reports, several reasons as to why consumer reviews became quite ubiquitous, especially in the digital age. However, with fake reviews and ‘paid’ reviews, how would a consumer sieve the information? Would consumers’ attitudes swing based on consumer reviews - either positive or negative? For what kind of product/service categories, online consumer reviews would make a significant difference?
Settings
Location:
Other setting(s):
2011-2014