Signaling Brand Reputation: The Role of Consumer Reviews, Corporate Response, and Trusts in Undifferentiated Service Setting

Obinna Ojiaku
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Obinna Ojiaku: Nnamdi Azikiwe University

African Journal of Commercial Studies, 2026, vol. 7, issue 2

Abstract: As social media platforms introduce new features such as comment sections, embedded advertising, revenue sharing, and virtual currencies, more individuals are increasingly using these platforms to share their experiences with brands. This trend has resulted in a significant rise in online reviews. Drawing on signaling theory and the elaboration likelihood model, this study examines the effect of online reviews on brand reputation, focusing on review quantity, consistency, quality, trust, and corporate response. The study utilized data collected from 129 customers in an undifferentiated service setting who follow a brand on Twitter and have either posted or read online reviews related to the brand. The data were analyzed using multiple regression analysis through SPSS. The findings reveal that review credibility, trust, and corporate response have positive and statistically significant effects on brand reputation. However, review volume and consistency exhibit limited direct influence. The study concludes that trust and proactive customer engagement are critical determinants of brand reputation. It recommends that organizations prioritize trust-building initiatives and adopt responsive customer service strategies to enhance brand perception in competitive service environments.

Keywords: Online Review; Brand Reputation; Trust; Corporate Response; Review Credence (search for similar items in EconPapers)
JEL-codes: D83 L84 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-35

DOI: 10.59413/ajocs/v7.i2.17

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