Online Consumer Reviews as Marketing Instrument

Fruth Andreas () and Monica Neacsu ()

Knowledge Horizons - Economics, 2014, vol. 6, issue 3, 128-131

Abstract: Consumers’ recommendations (as word-of-mouth promotion) always represented an accurate barometer in evaluating market acceptance for goods and services. Due to the time and space barriers being removed in the online environment, the spread of positive or negative opinions regarding a product or a service is done at an exponential pace. Thus, panning a strategy to monitor and actively influence online consumer opinions should be a primary focus for any company, regardless if it is a local or a global one. This article aims to identify the means through which consumer reviews can be used in an efficient and effective way and also suggests marketing techniques designed to influence potential consumers in the desired direction.

Keywords: Word-of mouth promotion; social networks; online marketing; consumer opinion; online reviews (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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