Managing Online Product Reviews Effectively

Leif Brandes

Marketing Review St.Gallen, 2024, vol. 41, issue 1, 14-21

Abstract: Integrating research from various disciplines, this article presents a systematic approach to online reputation management that consists of four steps: assessing the status quo; setting goals; evaluating possible interventions; implementing and monitoring the interventions. For each step, several activities are discussed, and a distinction is made between whether the company hosts reviews on its own website or a third-party website. Two different online review contexts are used to illustrate how the presented approach can help increase the effectiveness of management efforts while avoiding unintended negative consequences.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:308022

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