Influence of Online Consumer Reviews on Brand Reputation

Abstract: Online companies experience valuable credibility and trust that their customers might not have had in the past, and the opinions of the internet are the major determinants in a brand's standing, client decision-making behaviour. This research aimed towards the investigation of whether online customer reviews affected brands’ perception and credibility. A correlationbased study with 104 communicants was the method of research to understand the influence of reading reviews on confidence in it, what effect the online reviews has on the trust in brand and how the process of recommending a brand based on reviews and the chances of reviewing for that brand relate to each other. The results revealed several key findings: customers most frequently reading negative reviews online, reported less trust in confusing brands, while those changing purchase decisions displayed higher levels of trust in brands influenced by online reviews; customers reviewing all positive comments were more likely to post reviews. As shown, managing online reputation, resolving customers' complaints, and brand authenticity are attribute of prosperity in the digital marketplace. Driving online sales by having a pleasant website layout and integrating shopping cart capabilities are all important.