Influence of Online Reviews on Advertising

This assignment delves into the impact of online customer reviews on advertising effectiveness. It examines various research papers that investigate how third-party customer feedback influences consumers' perceptions of brands and products, ultimately affecting their response to advertising campaigns. The analysis considers factors like the credibility of sources, the nature of reviews (positive or negative), and the strategies employed by businesses to leverage online reviews in their marketing efforts.

Running Head: Consumer Behavior
Consumer behavior

Consumer Behavior 1
Essay: Blogs and Customer Reviews and their Influence on the purchase decision process
With the change in the business environment, there has been a change in the factors which create
an impact on the buying behavior or purchase decision of the customers. Technology is being
used by the customers for providing their views towards the products or services used by them.
Blogs, online platforms, and websites are being used by the users for expressing their views for a
product. Organizations are operating with a motive to attract the customers and enhancing the
customer base (Chiang & Hsieh, 2011). Online reviews of the customers regarding the products
or services have gained much importance as these reviews play a vital role in customer decision-
making process. Customers are well-informed and are using online platforms for the purpose of
providing reviews for the products or services consumed. Information regarding the products is
provided to the users on the blogs or online platforms. This increase in the trend of online
reviews has changed the buying behavior of the customers. Customer reviews create an impact
on the opinion of the customers towards the product or service (Kaplan & Haenlein, 2009). This
essay will discuss the concept of blogs and customer reviews, customer purchase decision, and
impact of the blogs and customer reviews on the purchase decision process of the customers.
With the change in the buying patterns and shopping trends, customers have changed the
manner to analyze the quality of the products. Blogs are considered as a place where users or
potential users can read the reviews of the services or products. Organizations are hiring experts
with a motive to write down reviews for the products so as to influence the individuals and
enhance the customer base of the organization. Blogs are the online services which create an
impact on the purchasing decision of the individuals. Different organizations are using blogs for
as a medium for affecting the buying behavior or decision of the people. Reviews of the

Consumer Behavior 2
customers and revenue of the business are directly linked to each other and reviews of the
customers also create an impact on the loyalty of the customers (Cronin, et. al., 2010).
There are various innovations or trends occurring in the business environment. For the
purpose of operating in the dynamic business environment in a successful manner, organizations
need to adopt the latest trends and innovations. With the growth of new media, blogs and online
platforms have gained importance. With the growth of digital technologies, customers have
started using the internet and these digital technologies for sharing their opinions and feelings.
The opinion of the consumer is considered as the electronic word of mouth which has the
potential to create positive as well as negative impact on the products or services. Blogs are
being considered as a medium for reaching a large number of customers (Chintagunta, et. al.,
2010). For example, Twitter is being used by the customers for expressing their reviews towards
the products or service consumed by them. JetBlue has used Twitter for engaging the customers
and responding the customers quickly (Burke, 2016).
Bloggers have acted as opinion leaders as their views affect the opinion of the customers.
Bloggers are using blogs for the purpose of creating an impact on the attitude formation and
future purchase decisions. Blogs and customer reviews act as an inspiration for the others and
motivate the individuals for purchasing the products or services. Blogs or customer reviews are
being used by the customers as a low-cost approach for gathering information regarding the
products and determining the buying decision. Different bloggers are writing regularly for the
consumption experiences gained by them from the consumption of the products or services
(Money, et. al., 2011). For example, Xbox has been considered as one of the most expensive
brands on Twitter. Xbox is providing fast response to the feedbacks of customers so as to
enhance the satisfaction level of the customers (Burke, 2016).

Consumer Behavior 3
Customer purchase decision can be explained as the process of taking a decision by the
customer regarding the purchase of the product or service. The intention of the customer to
purpose the product or service is based on the willingness of the individual to buy and ability to
make payment for the products or services. There are various factors which create an impact on
the customer purchase decision. These factors include the impact of the blogs and customer
reviews, personal factors, social factors, economic factors, social media and psychological
factors. For every business, it is essential to gain an understanding of the importance of
consumer behavior for gaining competitive advantage in the business environment. For the
purpose of creating an impact on the buying decision of the customers, there is a need to develop
knowledge of the buying behavior of the customers (Money, et. al., 2011).
In the words of Hashmi (2012), it is quite tough for the businesses to predict the behavior
of the customers regarding the product or service offered by the business. Different stages are
included in the consumer buying process which guides the decision of the consumer regarding
the purchase of product or service. Consumer decision-making process is a complex process and
for attracting the consumers towards the products or services, businesses have to satisfy the
needs and expectations of the customers. Blogs and customer views regarding the products or
services can result in positive as well as negative impact on the consumer decision-making
process. Positive reviews of the customers enhance the satisfaction level among the customers
which helps in attracting the customers. Negative reviews of the customers and bloggers can
affect the satisfaction level of the potential users in a negative manner (Yang & Ghose, 2010).
Sales and performance of the organization get affected due to the satisfaction level of the
customers. This dissatisfaction is being shown by the customers on blogs and online platforms in
the form of reviews. For finding the information related to the product and quality of the product,

Consumer Behavior 4
customer reviews are considered by the potential customers. Information provided in the form of
consumer reviews is considered more reliable by the potential customers rather than the
information provided on the packaging, advertising, websites and other internet sources. The
focus of the businesses has shifted towards the customer reviews so as create a positive impact
on the decision-making process of the consumers and potential consumers (Kung & Zhang,
2011).
Organizations are using different ways for the purpose of enhancing the customer base
and creating an impact on the consumer decision-making process. Online reviews are being
provided by the customers who have consumed the service or product and wish to share the
experience they have gained from the consumption of the service or product. Consumers are
using blogs and hiring experts for the purpose of providing reviews on the products or services.
With the enhancement of the technology, people have started using technology as a means to
communicate and share their experiences with the others (Nakayama, et. al., 2011).
Consumer reviews are being used by the organizations for the purpose of marketing of
the organization. Consumer reviews and blogs are capable of promoting the products in a
positive manner and enhancing the customers for the product. Consumer reviews form a part of
the marketing strategies of the businesses which can be used in a flexible manner for gaining the
attention of the customers. It is essential for the businesses to control the online consumer
reviews as these affect the profits of the business. Blogs and consumer reviews have created an
impact on the purchasing behavior of the consumers. Blogs and online platforms have provided
power to the customers to express their views and thoughts (Hung, et. al., 2012).

Consumer Behavior 5
There are various benefits attached to the positive consumer reviews and blogs to the
business. These benefits include free advertising, suggestions for the business, enhancement of
the search engine results, recommendations and enhances the relationship shared between the
business and customers. Customer reviews help in attracting the customers which help in the
decision-making process of the customers. Customer reviews provide suggestions to the business
for the purpose of highlighting the areas which can be improved related to the products or
services. Customer reviews and blogs act as a promotional activity for the business. Presence on
the search engine also gets enhanced whenever the name of the business is mentioned in a
review. Customers use customer reviews as recommendations and these reviews and blogs
support the buying decision process (Lee & Jih, 2012).
It has been identified that there has been a drastic rise in the number of users using online
customer reviews and blogs for determining buying decision. It is crucial for every business to
understand the importance of consumer usage and attitude of the consumers towards the online
reviews. Online customer reviews and blogs form a part of the pre-purchase research carried out
by the potential customer. Blogs and customer reviews affect the decision of the customer of
buying the product or service. Negative reviews affect the image of the business in a negative
manner and result in fall in the number of customers and profits of the organization (Lee, 2011).
Intention of the blogs created by the bloggers is to provide experiences of the products or
services used by them and recommending the products or services to others. Blogs are
considered as an appropriate marketing communication tool which forms a base for the buying
decision of the customers. It is essential for the business to motivate customers for leaving a
review so as to encourage the potential customers to buy the product or service. Reviews for the

Consumer Behavior 6
products create impact on the reputation of the business and trust among the potential customers
for the product (Rowley & Edmundson-Bird, 2013).
It has been identified that fake reviews are provided by the competitors or others which
are not genuine. Fake reviews can affect the purchase decision of the customers which is
unethical. Every individual is free to express their views and their reviews will be entertained by
the organization. Organizations need to deal with the negative reviews in an effective manner so
as to ensure that the profits and sales of the business are not getting affected. These effective
approaches for coping with the negative reviews include responding quickly to the negative
reviews, accepting the mistakes and taking corrective actions and encouraging the loyal and
satisfied customers to give reviews (Sharma, et. al., 2011).
Buying decision process of the customers is an essential element which determines the
success chances of the business. Blogs and customer reviews are considered as an effective tool
which are being used by the customers for passing on the message regarding the good experience
or bad experience they have gained. It is a form of post-buying communication which determines
the buying decisions of the customers. Communication process of between the companies and
customers or potential customers. Customers in this dynamic business environment are well
aware of the role of customer feedbacks and analysis these feedbacks for taking decision
regarding the purchase of the products (Hung, et. al., 2012).
Thus, from the above discussion, it can be conducted that blogs and consumer reviews
are a crucial aspects of the dynamic business environment. Changes are taking place in the
behavior of the customers towards the products or services offered by the business. Consumer
behavior is an important aspect which determines the performance of the behavior. Analysis has

Consumer Behavior 7
to be done of the consumer behavior for the purpose of enhancing the performance of the
business. The Internet has enabled the consumers to share their experiences from the
consumption of the product. Prospective buyers are using online consumer reviews and blogs
with a motive to gain information related to the product and experience from the consumption of
the product. Blogs and consumer reviews work as a recommendation for the potential consumers
and is an effective determinant of the buying decision of the customers (Money, et. al., 2011).
This essay has discussed the increasing role and importance of blogs and customer views in
shaping the consumer decision regarding the purchase of the products offered. The focus of this
essay is on developing knowledge of the relationship between the blogs and customer reviews
and purchase decision making of the customers. This essay has helped in the developing
knowledge of the importance of consumer reviews and blogs in the customer-centered market.

Consumer Behavior 8
References
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Media”, Spokal. Available at: http://www.getspokal.com/examples-of-the-good-the-bad-the-
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Chiang, I. P. & Hsieh, C. H., 2011, “Exploring the Impacts of Blog Marketing on
Consumers”, Social Behavior and Personality, Vol. 39(9), pp.1245–1250.
Chintagunta, P., Gopinath, S. & Venkataraman, S., 2010, “The Effects of Online User Reviews
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Consumer Behavior 9
Lee, I., 2011, “Overview of emerging web 2.0-based business models and web 2.0 applications
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Consumer Behavior 10
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