Does online review given by actual shoppers impact brand attitude of e-commerce platforms

Key Points

• The central aim is to investigate whether online reviews from actual shoppers affect brand attitude towards e-commerce platforms.
• Analysis of online consumer sentiment through review aggregation
• Comparison between positive and negative reviews
• Survey of consumer attitudes towards brands after exposure to reviews
• Positive online reviews significantly enhance brand attitude
• Negative reviews lead to a noticeable decrease in brand perception
• Consumers trust reviews from actual shoppers more than promotional content

Abstract