Online Reviews and Brand Reputation Management in the Digital Landscape: Exploring Moderating Role of Product Type
Keywords:
Review Quality, Review Source Credibility, Response Speed (prompt responses), Social Media Engagement, Brand Reputation (image) and Product Type (category).Abstract
This study aims to examine the relationships between various factors, such as review quality, source reliability, response speed, social media engagement, and brand reputation. Furthermore, this study will examine these interactions across various product categories. A survey was conducted with 248 online customers to collect data. Statistical techniques, including regression models and multi-group analysis, were used to assess the hypotheses and investigate the potential moderating effects. The study's findings suggest that higher review quality positively affects brand reputation, highlighting the significance of well-crafted and informative evaluations. Furthermore, reviews from credible sources and prompt responses to online reviews enhance a brand's reputation. Active participation on social media positively influences brand perception. The Multi-Group Analysis reveals intricate effects across multiple product categories. The impact of review quality on brand reputation varies, with the strongest association observed in the Sportswear industry. The Food Supplements category is primarily influenced by response speed. These observations highlight the importance of tailoring reputation management strategies to suit the unique characteristics of different product categories. This study contributes to the field of online reputation management by improving and refining existing theoretical models. This study offers practical insights for organisations seeking to enhance their brand image through strategic management of online reviews and customer engagement on digital platforms.