With the internet enabling customers to easily exchange information through online reviews with other customers, Reputation Management has become an increasingly prioritized aspect for companies. As pointed out by Tom Fishburne in his blog, companies, and more specifically marketers, must “deliver what they promise, or they get called on it, immediately and permanently.” This ominous possibility for brands to earn a negative review keeps companies “honest,” especially given that a study from BrightLocal showed that eight out of ten consumers “trust online reviews as much as personal recommendations.”
One of the most poorly rated products on Amazon.com is the video game “SimCity,” with 3,950 customer reviews averaging in two and a half stars. One of the five-star ratings for this product is in fact a sarcastic review, claiming that the lack of “gameplay, sound effects and graphics” helped this customer meditate and “zone out.”
Indeed, a poor online review can damage a company’s reputation to the extent where companies may fake online reviews in order to improve their reputation online.
Sources:
- Fishburne, Tom. “Online Reviews.” Tom Fishburne Marketoonist. N.p., 22 Sept. 2013. Web. 17 Nov. 2013. <http://tomfishburne.com/2013/09/online-reviews.html>.
- Amazon.com. “SimCity.” Amazon.com: : Pc: Video Games. N.p., n.d. Web. 17 Nov. 2013. <http://www.amazon.com/SimCity-Pc/dp/B007FTE2VW/ref=cm_cr_pr_product_top>.