According to new research from PC, bad online reviews are not really that bad for business. University.
A study by the Sadr School of Business at the University of British Columbia suggests that negative reviews and low ratings may not have much impact in many cases
According to research led by Associate Professor Lisa Cavanaugh, UBC's news release outlines the importance of their brand relationships and products to businesses.
The bad reviews that are actually seen by those customers can actually be good for a business. He said customers who support the brand are "forced" to defend it when they see bad reviews.
By extension, it is to protect or defend themselves as they identify with the business. They are investigating the source of the bad review, he said
HOW THE STUDY WORKED
Those behind the co-reviewed study published in the journal Marketing conducted 16 experiments using brands such as Apple, NFL, Roots and Tim Hortons. Brands were chosen because people felt strongly about them and could identify with them.
Next, the researchers examined those who knew the brand liked. For example, they asked NFL fans about NFL sweatshirt reviews.
In another example, participants were asked how much they had the opportunity to purchase an Apple Watch, while others were asked about the President's Choice Coffee.
What they found to be the "social intimacy" of the reviewer made a difference in that response, i.e. how similarly the person behind the review was geographically or demographically responsive.
In the nFL example, those who looked at the profile of a person behind a bad review and found that person was different from them were more interested in the product.
Seeing a bad review from someone who is considered to be demographically or geographically different made them more interested in buying a sweatshirt when they read a positive review of the same product.
This is not the only one mentioned in the NFL example, but in other cases as well. With coffee, those who read a negative review from someone who does not recognize the product of the brand they have identified are up to 12 percent more interested in buying coffee
'A GAME CHANGER'
This means that, according to Kawanak, it is a mistake to think that businesses know about reviews.
"Marketers generally think that when people say positive things, buying interest increases and when they say negative things, buying increases," he said.
"But when negative feedback comes from a socially distant source, negative feedback actually enhances the purchase intent - it's a game changer."
Socially distant refers to a different nationality, socioeconomic status, or interest in hobbies and interests.
According to those behind the study, when customers look at the reviews of someone who feels different in some way, they are less likely to trust the source - especially when they are already a desired and recognizable brand.
WHAT BUSINESSES CAN LEARN
While bad reviews from socially distant people can actually encourage purchases, bad reviews from less distant people can be even more harmful.
Despite the similar taste in music, the study found that consumers are more likely to trust the reviews of someone they identify with.
"We tend to listen and accept what they say, thus downgrading our assessment of the product and our desire to purchase it," Cavanaugh said.
In cases where the same level of customer loyalty is lacking, bad reviews can stick.
The research team said that those who do not feel strongly about a brand are less likely to defend it and that negative comments can have a lasting impact.
Cavanaugh said the key point taken from the research is the importance of trying to "build strong brand relationships" and connect with customers.
Those who think they already have that inferiority should note the importance of showing reviewers profiles and review histories, so reviewers can look at those behind them and evaluate what comments they likeHe said.Hope.
He said it would be in the business owner's best to do nothing but allow them to view those reviews at times.
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