The rapid growth of the latest available social media and social networking technology over the last decade had revolutionized and impacted consumers purchase decisions, too. Consumer-generated reviews offer the opportunity to create forums for customers to discuss product benefits and problems (Clow, Baack, p.382)”. Individuals that make use of these trendy tools share their opinions, attitude, and perception on specific products or services which can help other potential consumers, as well as the brand itself.
More and more people make purchase decisions, prior to heading to retail stores, mostly based on online reviews from other shoppers who may have the same needs and concerns. As stated in the book, “many consumers that make purchases …show more content…
Those consumers that engage in product ratings automatically and indirectly promote the brand’s products. Some sites for example TripAdvisor, Angie’s list, Overstock or Amazon.com, among many others, allow customers to ask and answer questions that can generate a decisive moment that will persuade other not-so-convinced shoppers into committing to the process of buying the product and paying the associated shipping fees.
Similarly, brands that listen and engage with reviewers and potential customers create consumer trust, and also improve customer service.
In some cases, consumers can easily feel reluctant about buying a product or service after evaluating customer-generated reviews. Even if shoppers feel attracted to it or have a legitimate need for the product or service, if the desired product doesn't consistently have positive reviews, they may convert to another brand. Regarding this issue, the authors of the book point out that “many companies remain hesitant about adding reviews and feedback options due to the potential for negative comments (Clow, Baack, p.363)”. This statement makes sense since in some cases if consumers had issues with the purchased product or service, or if they learn they had been scammed or falsely advertised, they will make sure to talk up to other peers or potential consumers via review on social media sites like Facebook, Twitter, or retailer’s sites, etc. Some sites empower customers to the point they enable them to upload photos and videos which make the purchase decision even more
More and more people make purchase decisions, prior to heading to retail stores, mostly based on online reviews from other shoppers who may have the same needs and concerns. As stated in the book, “many consumers that make purchases …show more content…
Those consumers that engage in product ratings automatically and indirectly promote the brand’s products. Some sites for example TripAdvisor, Angie’s list, Overstock or Amazon.com, among many others, allow customers to ask and answer questions that can generate a decisive moment that will persuade other not-so-convinced shoppers into committing to the process of buying the product and paying the associated shipping fees.
Similarly, brands that listen and engage with reviewers and potential customers create consumer trust, and also improve customer service.
In some cases, consumers can easily feel reluctant about buying a product or service after evaluating customer-generated reviews. Even if shoppers feel attracted to it or have a legitimate need for the product or service, if the desired product doesn't consistently have positive reviews, they may convert to another brand. Regarding this issue, the authors of the book point out that “many companies remain hesitant about adding reviews and feedback options due to the potential for negative comments (Clow, Baack, p.363)”. This statement makes sense since in some cases if consumers had issues with the purchased product or service, or if they learn they had been scammed or falsely advertised, they will make sure to talk up to other peers or potential consumers via review on social media sites like Facebook, Twitter, or retailer’s sites, etc. Some sites empower customers to the point they enable them to upload photos and videos which make the purchase decision even more