Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Online consumer reviews: information adoption and engagement between social media users

Konstantinos Papageorgiou
University of West Athens, Greece
Irene Samanta
University of West Athens, Greece
Panagiotis Kaldis
University of West Athens, Greece
Keywords: Social media; online consumer reviews; engagement; trust; consumers; businesses.

Abstract

The purpose of this paper is to examine the adoption and trust of information and reviews posted on social media platforms and simultaneously to examine the engagement of social media users in correlation with Online Consumer Reviews. Consequently, this research approached the subject in a novel way by performing an analysis on each of the most popular social media platforms. Initially by investigating how users adopt information on different platforms and from different sources. While at the same time, exploring the OCRs as a motivational factor for further engagement in the social media environment. Existing literature was examined and subsequently quantitative research was performed within 2022. According to the research findings, the majority of the responders uses their smartphones to access social media. Trust in information such as comments and reviews posted on social media depends on the social platform which this content is posted on. Social media users trust information created by businesses on certain social media. Although, social media users evaluate information posted by other users on different social media such as Facebook and Instagram. Additionally, Online Consumer Reviews have the ability to enhance engagement on certain social media platforms, such as Facebook, Pinterest, and TikTok. Finally, new trends concerning OCRs manipulation were discussed. Sustaining improved levels of trustworthiness in consumer reviews proves to be increasingly crucial since new exploits are invented. The findings can help companies improve their social media marketing strategies and promptly adapt to upcoming developments.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico