When review verification does more harm than good: How certified reviews determine customer–brand relationship quality

Mardumyan, Anna; Siret, Iris

doi:10.1016/j.jbusres.2023.113756

Cited by 4 publications

(1 citation statement)

References 93 publications

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“…It is then up to the marketing and customer service departments to communicate these aspects to consumers in the right way. Or by letting consumers themselves communicate the quality and reliability of the products and service through brand channels, or stimulate conversations about them in brand communities (Mardumyan and Siret, 2023; Penttinen, 2023). The central features value and joy underline the importance here of being able to formulate a good value proposition and having the right tone of voice towards consumers.…”

Section: Discussionmentioning

confidence: 99%

How consumers define brand relationships: a prototype analysis

Schreuder,

Zeelenberg,

Pronk

2023

JPBM

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Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers. Design/methodology/approach A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships. Findings The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship. Originality/value The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.

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Section: Discussionmentioning

confidence: 99%

How consumers define brand relationships: a prototype analysis

Schreuder,

Zeelenberg,

Pronk

2023

JPBM

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Antecedents and consequences of fake reviews in a marketing approach: An overview and synthesis

Sahut,

Laroche,

Braune

2024

Journal of Business Research

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Determinants of multimodal fake review generation in China’s E-commerce platforms

Liu,

He,

2024

Sci Rep

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This paper develops a theoretical model of determinants influencing multimodal fake review generation using the theories of signaling, actor-network, motivation, and human–environment interaction hypothesis. Applying survey data from users of China’s three leading E-commerce platforms (Taobao, Jingdong, and Pinduoduo), we adopt structural equation modeling, machine learning technique, and Bayesian complex networks analysis to perform factor identification, path analysis, feature factor importance ranking, regime division, and network centrality analysis of full sample, male sample, and female sample to reach the following conclusions: (1) platforms’ multimodal recognition and governance capabilities exert significant negative moderating effects on merchants’ information behavior, while it shows no apparent moderating effect on users’ information behavior; users’ emotional venting, perceived value, reward mechanisms, and subjective norms positively influence multimodal fake review generation through perceptual behavior control; (2) feature factors of multimodal fake review generation can be divided into four regimes, i.e., regime 1 includes reward mechanisms and perceived social costs, indicating they are key feature factors of multimodal fake review generation; merchant perception impact is positioned in regime 2, signifying its pivotal role in multimodal fake review generation; regime 3 includes multimodal recognition and governance capabilities, supporting/disparaging merchants, and emotional venting; whereas user perception impact is positioned in regime 4, indicating its weaker influence on multimodal fake review generation; (3) both in full sample, male sample, and female sample, reward mechanisms play a crucial role in multimodal fake review generation; perceived value, hiring review control agency, multimodal recognition and governance capabilities exhibit a high degree of correlation; however, results of network centrality analysis also exhibit heterogeneity between male and female samples, i.e., male sample has different trends in closeness centrality values and betweenness centrality values than female sample. This indicates that determinants influencing multimodal fake review generation are complex and interconnected.

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When review verification does more harm than good: How certified reviews determine customer–brand relationship quality

Cited by 4 publications

References 93 publications

How consumers define brand relationships: a prototype analysis

How consumers define brand relationships: a prototype analysis

Antecedents and consequences of fake reviews in a marketing approach: An overview and synthesis

Determinants of multimodal fake review generation in China’s E-commerce platforms

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