Online reputation management: how can online reviews impact reputation and credibility of online marketplaces?

Abstract

In a world where technology has reshaped people's habits and behaviors, both customers and companies have adapted. When individuals shop online, compare the prices of products offered by companies and look for interesting promotions, they also consult online customer reviews to make their purchasing decisions. These online reviews become a benchmark for other customers and for companies looking to improve. Since they are seen as an important resource, in this study we examined the impact of these online reviews on the reputation and credibility of marketplaces, particularly Amazon. But before we get to that, we've started by looking at what motivates customers to post a review online. First, this study explains the concepts of online customer reviews, word-of-mouth, e-word-of-mouth, e-commerce, reputation, credibility, e-commerce, online marketplaces and customer experience. The study focused on exploring the relationship between these concepts, which was done through a quantitative study using a questionnaire addressed to a very specific sample of people living in the Walloon region. Statistical analyses were used to analyze our results. This study was based on hypothesis-derived variables. In addition, the study confirmed the relationships between all variables and revealed that customers' experience motivates them to post a review online. It also revealed that online customer reviews have a direct effect on reputation, credibility and purchase intent, highlighting the impact that false reviews can have. Finally, the research helped sharpen future research and implications.