Integrating Consumer Feedback Into Business
Marketing Strategies
Section 1: Foundation of the Study
Consumer reviews encourage other consumers to make informed
purchasing decisions. In a study of 2,139 participants, researchers found that
49% of consumers trusted online reviews more than other sources (Flanagin,
Metzger, Pure, Markov, & Hartsell, 2014). These reviews are vital to the
success of marketing firms in developing strategies (Cui, Lui, & Guo, 2012).
Marketing managers use them to help forecast profits, influence consumers’
perceptions, and increase customer satisfaction (Cui et al., 2012). The
purpose of this qualitative multicase study was to explore how knowledge of
consumer reviews helped marketing managers in the North Texas region
develop successful marketing strategies.
Background of the Problem
The Internet has become a critical source of communication for
consumers and businesses (Pomirleanu, Schibrowsky, Peltier, & Nill, 2013).
Consumers rely on consumer reviews more than any other medium when
evaluating commercial information and making purchases (Aral, 2014;
Flanagin et al., 2014). Consequently, consumer reviews have become an
area of interest for marketing managers seeking to increase brand awareness
and profits (Malbon, 2013). Some marketing managers neglect to develop
the necessary knowledge for successfully integrating consumer feedback
into business marketing strategies (Utz, Kerkhof, & Van Den Bos, 2012).
Problem Statement
Consumer reviews provide the best methodology and opportunity for
facilitating product and brand discussion by weighing one opinion against
another (Kietzmann & Canhoto, 2013). The general business problem was
that a lack of knowledge about consumer reviews could lead to a loss of
marketing success for organizations seeking to generate brand awareness
and profitability. The specific business problem was that some marketing
agency managers lack strategies for using consumer reviews to effect
marketing success, brand awareness, and profitability for their clients.
Purpose Statement
The purpose of this qualitative, multicase study was to explore
marketing managers’ strategies for using consumer reviews to improve
marketing success, brand awareness, and their clients’ profitability. The
targeted population of the study included marketing agency managers
located in North Texas who had demonstrated success in addressing
strategies for using consumer reviews to improve marketing, brand
awareness, and profitability for their clients. The implication for positive
social change includes the potential to improve business and consumer
relationships. Better relationships could increase business and yield positive
social change by benefiting the local economy through generating more jobs
and enhancing communities’ tax revenues to increase local residents’
standard of living.
Nature of the Study
Research study methodologies are qualitative, quantitative, or mixed
(Venkatesh, Brown, & Bala, 2013). Using a qualitative research method
enables researchers to identify and explore the behavior of individuals, by
analyzing details and collecting indepth data from multiple sources
(Šalkovska & Ogsta, 2014). A quantitative approach would have limited me
to using structured or raw data and statistics to form and test one or more
hypotheses for answering the research question (Šalkovska & Ogsta, 2014).
A qualitative methodology was most appropriate for my study as it enabled
me to explore a specific subject and collect and explore participants’
decisions and experiences through interviews and public records from
Internet sources.
Research designs for a qualitative research study include (a)
phenomenological,
(b) ethnographic, (c) grounded theory, and (d) case study (Petty, Thomson,
& Stew, 2012). According to Petty et al. (2012), researchers use the
phenomenological design to explore lived experiences and perspectives of
individuals. In an ethnographic approach, the researcher observes the lives
of the participants by exploring rituals, social behaviors, and regularities
(Petty et al., 2012). A grounded theory design works best with an iterative
data collection method and analysis to develop theories about social
phenomena (Petty et al., 2012). Since I did not seek to research individual
world-views or lived experiences on identifiable concerns or create common
themes as explained by Yin
(2014), I chose not to use a phenomenological, ethnographic, or grounded
theory design. Employing a case study allowed me to explore strategies
based on the real world situation of marketing managers who work directly
with integrating consumer reviews into marketing strategies.
Research Question
The research question was as follows: What consumer review
strategies do marketing managers use to improve marketing success, brand
awareness, and profitability for their clients?
Interview Questions
Through the interviews, I wanted to learn about the strategies
marketing managers used with consumer reviews to increase marketing
success, brand awareness, and profitability for their clients. Questions 1-3
were initial probe questions, Questions 4-10 were concept questions,
Question 11 was a follow-up question, and Question 12 was a wrap-up
question.
1. What types of products or services does your organization offer?
2. What is the goal of your marketing and advertising strategies?
3. What consumer review utilization strategies do you use to generate
marketing success, brand awareness, and profitability for
customers?
4. In regards to organizations that you assist with marketing, what
past experiences have those organizations had with positive or
negative consumer reviews?
5. How are consumer reviews important for your bottom line?
6. What type of priority does your organization place on
understanding and addressing positive and negative consumer
reviews?
7. How does your organization currently influence positive consumer
reviews?
8. In regards to the person responsible for managing brand reputation
and consumer feedback and reviews, what qualifies this person for
the position?
9. How have actual consumer reviews influenced the development of
marketing strategies within the organizations that you work with?
10. What challenges have you encountered while developing
consumer review strategies, and what have you and your agency
learned from those challenges?
11. What is the most important thing to know about integrating
consumer review knowledge in marketing strategies?
12. What additional information can you share regarding consumer
review utilization strategies?
Conceptual Framework
I chose the lenses of organizational theory and disruptive innovation
theory as the conceptual framework. Modern organizational theory
originated during the Industrial Revolution in the late 1800s and early 1900s
by theorist Max Weber (Chess, 2001). I used organizational theory by
evaluating how businesses identify and solve problems that affected
efficiency and productivity. Organizational theory also offers a perspective
for understanding effective communication and the risk of improper
communication.
Business communication with consumers and consumers’ perceptions of
businesses play a key role in influencing corporate practice and efficiency
(Chess, 2001).
In 1997, Christensen popularized disruptive innovation theory, which
is appropriate for identifying changes in the market (Corsi & Di Minin,
2014). The theory can be beneficial for marketing managers and could be
applied within organizations to help anticipate their futures. A combination
of organizational theory and disruptive innovation theory constitutes an
ideal framework for researching consumer reviews (Yu & Hang, 2010).
Since consumer reviews influence consumers’ perceptions and provide
insights into their needs, Yu and Hang suggested that this framework was
optimal for marketing managers and organizations who sought to better
understand how to communicate with consumers in order to obtain positive
reviews.
Operational Definitions
Consumer reviews: The opinion or feedback of a product or service as
determined by a consumer and based on that consumers’ personal
experience with the product or service (Chuang, Lin, & Wu, 2014).
Marketing strategy: A comprehensive process or model for
implementing the goals and objectives presented in a business plan (Xun,
2014).
Marketing success: To successfully implement marketing goals and
objectives while increasing business sales and loyalty (Arnett & Wittmann,
2014).
Social influence: For this research study, social influence refers to the
feedback and opinions of active and influential community members
(Sotiriadis & Van Zyl, 2013).
Assumptions, Limitations, and Delimitations
Assumptions are facts that I considered truthful and accurate but
without proof. Vernon-Dotson (2013) described an assumption as an
indication that a distinct study topic is valid based on common and
predetermined factors. Vernon-Dotson (2013) defined limitations as implied
vulnerabilities and circumstances out of the researcher’s control. Limitations
are possible shortcomings or conditions of my research. Both could affect
the study’s scope and validity. Vernon-Dotson (2013) communicated that
delimitations were characterized as elements which portrayed the extent of
the study. The delimiting criteria of the study, as per Vernon-Dotson, were
the geographical territory, focus of study, and participants.
Assumptions
I assumed that study participants provided valid and sufficient data to
classify their business as a marketing firm. There was an assumption that
participants were honest and forthcoming with information. I assumed that
interview questions and public data would provide sufficient data for
answering the central research question. Additionally, I assumed that this
study could yield positive social change by benefiting the local economy
through generating more jobs and enhancing communities.
Limitations
This study had two principal limitations: (a) the number of five
participants was small; (b) marketing managers were limited to the North
Texas area and only those who had demonstrated success in addressing
strategies for using consumer reviews to improve marketing, brand
awareness, and profitability for their clients.
Delimitations
Researchers use delimitations to describe the scope of a study and to
establish parameters for the study (Jolley & Mitchell, 2010). As the
researcher, delimitations were in my control. In this study, they included the
geographical area of North Texas and the population of five marketing
managers who had developed successful strategies for using consumer
reviews in marketing strategies.
Significance of the Study
Consumer reviews influence other consumers to purchase products
based on the content of the reviews (De Maeyer, 2012; Lee & Shin, 2014).
Thus, consumer reviews affect the image and profitability of businesses.
Consumer reviews have become more valuable to potential consumers than
marketing efforts provided by product manufacturers (De Maeyer, 2012).
Organizations in the food, entertainment, and gaming industry have found
that consumer reviews improve product awareness and profits (Cui, Lui, &
Guo, 2012). In this study, I provide further insights into consumer reviews
and how analyzing them can improve marketing results and thus improve
corporate growth and profit generation.
Relationships with consumers are essential for businesses that desire
to improve sales and create or maintain a positive brand reputation (Dwesar
& Rao, 2014). The findings and recommendations from this study could
contribute to social change by identifying potential opportunities or problem
areas and help businesses and consumers build better relationships. The
findings of this study can also contribute to social change by demonstrating
the need for marketing agencies to identify and address marketing trends and
technology for improving the methods by which consumers communicate
with businesses and followers.
Marketing managers and consultants, particularly those within the
online and advertising industry, can benefit from research related to
consumer reviews. Marketing and advertising businesses and consultants
work with various organizations to improve organizational marketing
efficiency and profitability. The data collected from this study might
contribute to businesses by identifying problem areas and offering solutions
to those problems, which could help marketing managers successfully
develop strategies, brand awareness, and increase their clients’ profitability.
By developing successful consumer review strategies and increasing
profitability, businesses can achieve positive social change by benefiting the
local economy through generating more jobs and enhancing communities. A
vibrant economy could enhance the standard of living of local residents.
A Review of the Professional and Academic Literature
The purpose of this comprehensive literature review was to: (a)
identify gaps in the literature, (b) increase my knowledge of the research
topic that was relevant to the study’s purpose, and (c) to explore marketing
managers’ strategies for using consumer reviews to improve marketing
success, brand awareness, and their clients’ profitability.
The review contains key and recent writings in business and
marketing that address the purpose statement. The review consists of an
analysis of consumer reviews, including a brief overview of market research,
marketing strategies, and relationship marketing. Research on consumer
reviews lends support to the content of this review. An evaluation of
consumer reviews in business marketing strategies demonstrates the
circumstances that marketing managers face when developing consumer
marketing strategies. Discussion of additional research follows on consumer
perception, consumer behavior, market trends, review credibility, and data
collection.
I organized the literature review according to the following 11 themes:
(a) organizational theory, (b) disruptive innovation theory, (c) marketing
strategies, (d) market research, (e) relationship marketing, (f) consumer
perception, (g) consumer behavior, (h) trends and innovations, (i) consumer
reviews, (j) review types’ credibility, and (k) collecting consumer review
data.
Material for this study consists principally of peer-reviewed articles
from sources including SAGE, ProQuest, EBSCO, and Google Scholar. The
roster includes 174 total references, 166 (95.4%) of which are peer-reviewed
and 152 (87.3%) of which were published within 5 years of 2017, the
expected year of CAO approval. Of the 174 references, a total of 94 are cited
in the literature review section of the study, of which 84 were peer-reviewed.
Table 1 contains the types and counts of total articles, books, and
dissertations in the study.
Table 1
Types and Counts of References
Recent (within 5
years of 2017)
Before 2013 Total % of total
references
Books 5 0 5 2.9
Dissertations 3 0 3 1.7
Peer-reviewed
articles
144 22 166 95.4
Total 152 22 174 87.3 (<5
years)
The following search terms were used: consumer reviews,
marketing strategies, word-of-mouth, electronic word-of-mouth (eWOM),
consumer perception, market research, consumer behavior, big data, and
market trends.
Organizational Theory
Researchers use organizational theory to identify how businesses can
prevent and solve problems to maximize efficiency and productivity.
Organizational theory helps businesses to achieve success by promoting
marketing managers’ comprehension of organizational change and
innovation benefits. An organizational theory conceptual framework is
optimal for businesses seeking to better comprehend how to communicate
with consumers through marketing (Yu & Hang, 2010). To advance
organizational efficiency, businesses can use organizational theory to
identify patterns and structures relating to marketing strategies, market
research, and consumer behavior and perception. Using organizational
theory provides a perspective for comprehending effective communication
and the risk of improper communication. Communication between
businesses and consumers, and consumers’ perceptions of the business play
a key role in influencing corporate practice and organizational efficiency
(Chess, 2001).
Disruptive Innovation Theory
Disruptive innovation is a theory for identifying market changes and
new entries within established markets (Corsi & Di Minin, 2014).
Understanding disruptive innovative theory assists researchers in evaluating
market trends of new business products and services (Obal & Lancioni,
2013). Businesses should remain present and ahead of trends by improving
business structures and using innovative technology fully (Obeidat, North,
Richardson, Rattanak, & North, 2015). As a result of Internet and
technology advancements, online shopping has significantly affected
consumer behavior compared to traditional shopping (Richard & Habibi,
2016). Furthermore, consumers have the ability to influence the
development of brands considering the utilization of online social media
networks, which are optimal for mining data (Song et al., 2014).
Marketing Strategies
Marketing strategies can provide advantages for businesses seeking
better understanding of current and potential consumers' needs (Ritter,
2016). They help managers in evaluating business needs and influence
purchases of consumers (Woo, Ahn, Lee, & Koo, 2015). To develop a
successful marketing strategy, managers should focus on developing
knowledge of consumer demands and lifestyles (Nica, 2013). The purpose of
a marketing strategy is to assess the essential needs of businesses by
evaluating consumer demands and developing relevant procedures to
positively influence consumer purchasing decisions (Woo et al., 2015).
Marketers use strategies to address business goals and concerns by
surveying and assessing organizational knowledge, effectiveness, threats,
and opportunities (Lipnická & Ďaďo, 2013). A marketing strategy should
assist businesses in achieving brand awareness, promoting business trust,
and improving profits and investor wealth (Ritter, 2016). In addition,
marketing strategies are pivotal for discovering potential risks within
organizational operations, increasing knowledge of consumers, and
competitors
(Lipnická & Ďaďo, 2013).
Market Research
Marketing managers use market research data in developing
successful marketing strategies (Pomirleanu, Schibrowsky, Peltier, & Nill,
2013). As market research grows in popularity, practitioners must
continuously react to the market demands and innovations (Yadav & Pavlou,
2014). In a study of 1,957 marketing articles, researchers found that there
were 68.5% of marketing research studies published between the years 2005
and 2013 (Pomirleanu et al., 2013). In developing marketing strategies and
enhancing knowledge, it is essential for marketing managers to conduct
market research
(Pomirleanu et al., 2013). Furthermore, Yadav and Pavlou (2014) expressed
that marketing research knowledge had significantly increased in response to
an increase in disruptive innovation including the Internet and technology
development.
Market research is optimal for repositioning businesses and product
advancement, notwithstanding the distribution of the repositioning across
configurations (Bjerrisgaard & Kjeldgaard, 2013). Marketing managers use
market research to help discover marketing opportunities and expand market
shares through various conveyance channels (Pisano, 2015). Marketing
research influences the performance and effectiveness of marketing
strategies (Lages, Mata, & Griffith, 2013).
Relationship Marketing
Establishing business-to-business (B2B) relationships is paramount
for sustaining long-term business success for many organizations (Dwesar &
Rao, 2014). Furthermore, relationships with consumers are essential for
businesses that desire to develop sales and generate a positive brand
reputation (Dwesar & Rao, 2014). To build B2B relationships, businesses
should first develop relationships with consumers to help improve the
perception of the business (Viio & Grönroos, 2014). In working to build
consumer perception through relationships, consumers frequently recognize
business relationships as having a personal connection with the organization
(Bettencourt, Blocker, Houston, & Flint, 2015). In analyzing whether
consumers looking for relationships with businesses actually desired a
genuine personal relationship with the business, Bettencourt et al. (2015)
discovered that a majority of business-to-consumer (B2C) relationships were
inauthentic when contrasted with genuine individual affiliations.
The use of social media provides benefits for organizations attempting
to cultivate relationships and identify areas concerning consumer decision
making, which could help construct successful marketing strategies
(Vinerean, Cetina, Dumitrescu, & Tichindelean,
2013). The foundation of relationship marketing includes commitment, trust,
comprehension, and quality (Jussila, Kärkkäinen, & Aramo-Immonen,
2014). In an additional study, Vinerean et al. (2013) inferred that
relationship quality significantly affected consumer loyalty. Subsequent to
directing an examination of 306 online surveys, Jussila et al. (2014)
confirmed that the four measurements of relationship quality influenced
loyalty. Nevertheless, only the consumers’ perception and comprehension of
quality and value influenced purchase intentions (Jussila et al., 2014).
Successfully establishing business relationships positively influences
consumer perception and organizational sales (Bettencourt et al., 2015).
Business marketing accomplishments require businesses and
marketing managers to improve beyond minimal services and exchanges
with consumers (Bettencourt et al., 2015). By creating successful B2B
relationships, businesses could increase revenue and brand loyalty from
relationship partners (Perez, Whitelock, & Florin, 2013). Nevertheless,
businesses often neglected to develop effective relationships with consumers
(Bettencourt et al., 2015). After evaluating the effect of technology start-ups
on consumers within B2B markets, researchers proposed a model for
effectively evaluating consumers (Perez et al., 2013). By using the model,
the researchers suggested businesses use developed B2B and B2C
relationships to help innovate and generate brand loyalty.
Consumer Perception
Consumer perception is a significant predictor of consumer
purchasing intentions (Lim, 2013). Consumers write reviews as either
positive, negative, or neutral based on perceived experiences with businesses
(Kietzmann & Canhoto, 2013). Reviews regarding product trust principally
affect consumer perceptions of products and organizational brands (See-To
& Ho, 2014). Consumer perception of purchasing processes influences
online consumer reviews, business reputations, and sales (Chuang, Lin, &
Wu, 2014).
Furthermore, the demographics of consumers have an influence on
consumer reviews. Consumers with a positive perception of a business react
differently to reviews compared to consumers that do not have a positive
perception (Chuang et al., 2014). Furthermore, consumer demographics has
no significant influence on the quality or value of consumer reviews
(Chuang et al., 2014).
Consumers with limited or no perception of a business developed a
more concrete perception when considering reviews before making
purchases (Bottger, Emrich, Lee, & Rudolph, 2015). Based on shopping goal
theory, peer perception influences certainty and motivates initiatives
(Böttger et al., 2015). Consequently, marketing managers should seek to
position product knowledge at the beginning of a consumers’ journey
(Böttger et al., 2015). While attempting to examine the relationship between
consumer uncertainty reduction and value perception, researchers found that
uncertainty influenced the value perception of businesses (See-To & Ho,
2014). To reduce the potential concern of consumer uncertainty, businesses
should display reviews publicly to assist in improving the value perception
of the business (See-To & Ho, 2014). Moreover, consumers who value
reviews and have a positive perception of a business are more likely to
become brand ambassadors and will pay a premium price if they believe
they will be satisfied with the purchase (De Maeyer, 2012).
Consumer Behavior
As a marketing manager, the goal to develop a successful strategy
includes an analysis of consumer behaviors, which should assist in
developing a strategy based on those identified behaviors (Barnes &
Jacobsen, 2014). Successful marketing strategies start with an examination
and cognizance of consumer behavior and variables that influence consumer
behavior (Sargunani & Bruce, 2015). Understanding consumer behavior is
valuable for gaining insights into human motivations and how consumers
allocate resources in various circumstances (Griskevicius & Kenrick, 2013).
Consumers use social behaviors as protection from disingenuous businesses
by promoting strength for consumers while appeasing concerns
(Griskevicius & Kenrick, 2013). Consumer socialization is valuable for
anticipating correspondence and consumer behavioral attitudes (Vinerean et
al., 2013). Additionally, personal values have a significant influence on
consumer behaviors (Vincent & Selvarani, 2013). Personal values were an
underlying determinant of the attitudes and behaviors of consumers and
could surpass other major constructs of research by allowing for measuring
variables (Vincent & Selvarani, 2013).
Successful marketing strategies start with an examination and
cognizance of consumer behavior and variables that influence consumer
behavior (Sargunani & Bruce, 2015). Establishing an understanding of
consumer behavior is central to developing successful marketing strategies
(Griskevicius & Kenrick, 2013). Consumer behavior is vital for marketing
managers exploring opportunities to develop successful strategies, influence
consumer decisions, and expand brand awareness (Sargunani & Bruce,
2015). Moreover, attempting to offer a product without understanding
consumer behavior could cause losses of revenue and time (Sargunani &
Bruce, 2015).
Businesses should concentrate on comprehending consumer behavior
processes by adequately engaging with various types of consumers
(Sargunani & Bruce, 2015). To better understand consumer behaviors in an
online environment, Lim (2013) assessed the theory of online buyer
behavior for presenting evidence supporting the existence of a relationship
between consumer behaviors and purchases. Lim collected data from
mallintercept samples for structural equation modeling. The study
participants consisted of 350 consumers, comprising of 69% females,
ranging in the ages of 18 to 51. Of the participants, 57% were between the
ages of 21 and 30 years. Lim concluded that consumers’ attitudes and
behaviors depended on their perceptions of value, ease of use, and
convenience. Lim asserted that knowledge of consumers in an online
environment was pivotal for developing knowledge and influencing
consumer behaviors.
Consumer behavior relates to purchasing decisions, and a common
variable exists that links personality, values, attitudes, interest, and lifestyles
(Vincent & Selvarani, 2013). The common variable is defined as values and
lifestyles (VALS) and interpreted as a proprietary research method for
developing and comprehending psychographic market segmentations
(Vincent & Selvarani, 2013). VALS is beneficial for comprehending
individuals' express personalities through behaviors (Vincent & Selvarani,
2013). Personal values have a more significant effect on consumer behavior
compared to other psychographics considering personal values link centrally
to an individual's cognitive system (Vincent & Selvarani, 2013).
Personal values were defined by Vincent and Selvarani (2013) as an
underlying determinant of the attitudes and behaviors of consumers.
Likewise, Griskevicius and Kenrick (2013) stated that consumer behaviors
were valuable for gaining insights into human motivations and how
consumers allocated resources in various circumstances. To direct the study,
Griskevicius and Kenrick dissected how, why, and when motives most
affected the behavior of consumers. As indicated by Griskevicius and
Kenrick, motives and the behaviors of consumers changed predictably.
Trends and innovation
Understanding disruptive innovation theory assists researchers in
evaluating market trends (Corsi & Di Minin, 2014). For innovation to be
advantageous within businesses, a business must have a strategy for
informing consumers on the specific benefits of the product or service from
the trend or innovation (Obal & Lancioni, 2013). By using disruptive
innovative theory, Song et al. (2014) expressed that the use of social media
was a developing trend, and users of social media network systems
influenced the advancement of brands. Consequently, the authors advocated
that marketing managers develop strategies incorporating knowledge of
trends and areas identifying with technology, Internet, innovation, and social
media (Sotiriadis & Van Zyl, 2013). Innovation of the Internet and social
media aligns with the conceptual framework of disruptive innovation theory,
which assists in identifying market changes and new entries within
established markets (Corsi & Di Minin, 2014). Consumer behavior
correlates with society and behavioral reactions (Richard & Habibi, 2016).
Trends affected by consumer choices, the Internet, social media, and
technology have a greater influence on consumer behavior than conventional
advertising (Richard & Habibi, 2016).
Technology trends. Technology influences consumers in regards to
business sustainability and corporate responsibility (Gruber &
Schlegelmilch, 2014). Emerging innovative technology propelled businesses
to develop by providing a medium for evaluating choice patterns of
consumers (Gruber & Schlegelmilch, 2014). Some researchers follow
disruptive innovation theory, which assists in evaluating market trends such
as innovative technology (Corsi & Di Minin, 2014). Technology has
influenced a growth in consumer social communication, which aligns with
disruptive innovation theory (Flanagin et al., 2014). Additionally, consumers
rely on and solicit the opinions of family and friends via social networks
when evaluating products and services (Flanagin et al., 2014).
The advancement of technology influenced the value of products and
services (Pisano, 2015). Moreover, by using technology, marketing
managers could develop strategies that decidedly enhance perceived product
value (Perez et al., 2013). Marketing managers could additionally utilize
innovative technology to improve marketing research knowledge (Yadav &
Pavlou, 2014). Considering innovative technology and growth in the
Internet, market research knowledge has grown significantly. Furthermore,
employing innovative technology helped to advance market research (Obal
& Lancioni, 2013). For technology to remain beneficial within markets, a
business must have a system for effectively using technology to train and
educate consumers on the benefits of a product or service (Obal & Lancioni,
2013). The findings from the study aligned with disruptive innovation
theory, which helps to identify market changes and new entries within
established markets (Corsi & Di Minin, 2014).
Internet trends. In 2012, global B2B electronic commerce
transactions accounted for $12.4 trillion (Ueasangkomsate, 2015). B2B sales
have seen a significant growth because of the Internet (Lim, 2013). The
progression of the Internet will continually add value to business
relationships and provide material for future marketing research (Viio &
Grönroos, 2014). The development of the Internet linked to disruptive
innovation theory, which helps to identify market trends and growth (Corsi
& Di Minin, 2014). The development of the Internet has shifted businesses
from paper-based and people-intensive purchasing frameworks toward
electronic frameworks that depended on the Internet (Xiang, Wang, O'Leary,
& Fesenmaier, 2014),
Consumers are moving toward the Internet to develop knowledge,
business insights, and for other personal reasons (Caniëls, Lenaerts, &
Gelderman, 2015). Businesses that utilized traditional marketing techniques
and advertising methods had likewise seen a decrease in revenue (Caniëls et
al., 2015). Considering the exceptional growth of the Internet, businesses
without a viable marketing strategy embracing the
Internet witnessed a lack of marketing effectiveness, product sales, and
brand awareness (Xun, 2014). To counter the effects of the interpersonal
communication that the Internet presented, businesses should develop
strategic marketing communication for targeting
Internet-based consumers (Caniëls et al., 2015).
Using the Internet to gather information could aid in collecting
pertinent data for better comprehending the perceptions of consumers toward
a business (Vinerean et al., 2013). Given the development of the Internet,
businesses can use the technology for storing and accumulating consumer
information (Vinerean et al., 2013). Likewise, because of the significant
influence of the Internet, business leaders should use the
Internet to help with establishing relationships with business partners
(Sarmento, Simões, & Farhangmehr, 2015). In a similar study, Viio and
Grönroos (2014) noted that consumer perceptions often influenced
successful B2B relationships. Consequently, to effectively develop business
relationships, marketers should seek to comprehend the behaviors and
perceptions of consumers. A central aspect of relationship marketing is for
businesses to communicate with customers (Sarmento et al., 2015).
Developing effective correspondence is foremost to accomplishing brand
loyalty, which supports the development of positive relationships with
consumers and businesses (Viio & Grönroos, 2014).
The Internet affects individuals in their everyday lives and produces
challenges for businesses considering the openness of social media
(Erragcha & Romdhane, 2014). Online networking has revealed an
entryway for consumers to express their concerns to businesses, and the
method for correspondence encourages interaction amongst businesses and
consumers (Erragcha & Romdhane, 2014). Subsequently, consumers
would appreciate having their sentiments validated (Sarmento et al., 2015).
However, the immediate and open forum of communication presented
challenges for businesses (Akdeniz, Calantone, & Voorhees, 2013).
Consumers influence brand awareness considering the opinions of
consumers propel brand reputations (Erragcha & Romdhane, 2014). For
instance, inquiries, comments, and reactions on discussion boards often
affect brand loyalty, social following, and purchasing habits. Given the
Internet, online networking helped enrich and improve business activities
as well as increase the value and reputation of businesses (Barnes &
Jacobsen, 2014; Erragcha & Romdhane,
2014).
The disruption of the Internet and growth in consumer business
choices encouraged consumers to express opinions on social media and
other online domains (Xun, 2014). Consumers turned to Web 2.0 to
communicate positive and negative statements regarding purchases of
products and services (Brake, 2014). Consumers seek the opinions of others
through reviews when making purchasing decisions (Brake, 2014). Web 2.0
technology influences consumers to post online reviews about products and
services on various websites (Li, Guan, Tang, & Chen, 2012). Furthermore,
Web 2.0 enables consumers to post reviews easily on social media channels
including web forums and commercial websites including Amazon.com (Li
et al., 2012). In agreement with previous studies, Li et al. (2012) suggested
that consumer reviews affected sales and purchasing decisions.
Consumer Reviews
By successfully leveraging consumer perceptions, businesses can
further strengthen brand loyalty and business relationships (Viio &
Grönroos, 2014). When attempting to leverage consumers’ perceptions,
consumer reviews are ideal for encouraging exchanges through the weighing
of one opinion versus another (Sheppard & Jones, 2013). Communication
and consumers’ perceptions play a key role in influencing corporate practice
and organizational efficiency (Chess, 2001). The method of communication
is essential to the conceptual frameworks of the study. A combination of
organizational theory and disruptive innovation theory is an ideal framework
for researching consumer reviews (Yu & Hang, 2010). In assessing the
effect of consumergenerated feedback and reviews, Flanagin et al. (2014)
determined that 49% of consumers trusted online reviews more than other
sources. The benefits of product reviews include influencing consumers to
make informed decisions before proceeding with purchases (Cui, Lui, &
Guo, 2012). Moreover, marketing managers utilize reviews for projecting
profits, comprehending consumer perception, and developing business
relationships (Cui et al., 2012). Considering the influence of consumer
reviews on business development and profitability, marketing managers
should fully comprehend how to capitalize from feedback and reviews
expressed by consumers (Cui et al., 2012).
Businesses should utilize product reviews as a resource to improve
sales and communicate with consumers and potential consumers (Park &
Nicolau, 2015).
Marketing managers should comprehend reviewer demographics and
characteristics (Park & Nicolau, 2015). A survey by Internet marketing and
advertising company comScore found that 24% of online consumers
considered online reviews prior to making a purchase (Ritchie, Lewis,
Nicholls, & Ormston, 2013). Moreover, by examining the influences of
reviews and product sales in relation to commonalities between products and
consumers, Ritchie et al. (2013) suggested that marketing managers seeking
to gain insights into behaviors of consumers should use consumer reviews as
a method of obtaining information.
The value of consumer reviews depends on the quantity of the
review's substance, the credibility of the reviewer, and the nature of the
review (Fan, Miao, Fang, & Lin, 2013). The Internet provides numerous
venues for consumers and marketing managers to share and receive product
knowledge through the sharing of experiences and insights (Fan et al.,
2013). After analyzing previous research data, Fan et al. (2013) expressed
that consumer-generated reviews were more trustworthy and credible than
any other form of correspondence. Moreover, using the Internet permitted
consumers to purchase products effortlessly and conveniently through
websites including Amazon.com and eBay.com, which permitted consumers
to search and compare products, brands, and reviews (Van Der Heide,
Johnson, & Vang, 2013). In addition to the value of products, consumers
consider reviews, seller's notoriety, and promotional product photos as the
most influential elements when making purchasing decisions (Van Der
Heide, Johnson, &
Vang, 2013).
Some consumers are fundamentally influenced by information posted
by previous consumers and consider those reviews most credible and
trustworthy (Sparks, Perkins, & Buckley, 2013). Content style, source, and
peripheral credibility cues in social reviews influence consumer beliefs
(Sparks, Perkins, & Buckley, 2013). It is difficult to comprehend the
credibility of consumer reviews, and consumer perception of reviews is the
most distinguishing factor in purchasing intentions (Zhao, Yang, Narayan, &
Zhao,
2013). Expert reviews provide more credibility and trustworthiness
(Flanagin & Metzger, 2013). Consequently, guest reviewers, new reviewers,
and reviewers with a low number of posts lacked credibility.
Based on an evaluation of 75,226 online consumer reviews from
Amazon.com using a web crawler, researchers found that it was difficult for
consumers to evaluate all reviews and determine which were most helpful
and trustworthy (Baek, Ahn, & Choi, 2012). Instead of consuming time
analyzing product details, consumer reviews are beneficial for helping
consumers make decisions by analyzing reviews of the products or services
(Xun, 2014). Consumer reviews have a significant influence on consumer
behavior and brand perceptions (Utz et al., 2012). Potential consumers adopt
consumer reviews as information resources for assisting with the decision-
making process (Akdeniz, Calantone, & Voorhees, 2013). Likewise,
consumer reviews do have a significant effect on consumer purchasing
behavior (Korfiatis, García-Bariocanal, & Sánchez-Alonso, 2012).
Online consumer reviews constitute a focal point for evaluating
consumer decision making when executing online purchases (Korfiatis et al.,
2012). The quality of consumer reviews has a significant effect on the
credibility, trustworthiness, and perception of consumers (Korfiatis et al.,
2012). Moreover, consumers use reviews to help determine the
trustworthiness of online stores based on the rating and quality of reviews
(Korfiatis et al., 2012). In using a web-based experiment to examine the
quality and effect of product reviews on study participants’ decisions,
research found that consumers rate reviews based on the quality and extent
of the review (Lee & Shin, 2014). High-quality reviews were adequately
detailed and generated positive evaluations (Lee & Shin, 2014). Likewise, in
a study of 577 participants, researchers concluded that expert opinion did
have a significant influence on the perception of reviews (Situmeang,
Leenders, & Wijnberg, 2014). Additionally, visual presentation of reviews
had a significant effect on the perceptions of the participants (Situmeang et
al., 2014). Furthermore, observable characteristics of products did have a
notable effect on product perceptions and reviews (Situmeang et al., 2014).
Variables from reviews and promotional marketing are significant
indicators of product demand (Chong, Ch’ng, Liu, & Li, 2015). Saghafian
and Van Oyen (2012) agreed with Chong et al. and recommended that
variables in online reviews were preferred compared to promotional
marketing reviews. Okazaki, Díaz-Martín, Rozano, and Menéndez-Benito
(2015) stated that consumer reviews benefited businesses that used reviews
to influence sales. For example, businesses could use positive reviews as a
way to increase sales for particular products by using a recommender system
when potential consumers search for products to purchase or product details
(Okazaki et al., 2015). Organizational theory and disruptive innovation
theory conceptual framework are optimal for marketing managers and
organizations seeking to better understand how to communicate with
consumers for obtaining positive reviews (Yu & Hang, 2010). Consumer
reviews are additionally beneficial for generating sales considering reviews
encourage purchases by avoiding confusion and limiting choice overload
(Baum & Spann, 2014).
Consumer reviews and word-of-mouth have always played a
significant role in influencing product sales for businesses (Malbon, 2013).
Additionally, consumer reviews help increase product sales, reduce price
sensitivity, and increase consumer knowledge, which helps increase
consumer satisfaction (De Maeyer, 2012). Likewise, consumer reviews
influence potential consumers’ purchasing decisions by providing important
product attributes that help reduce the uncertainty of purchasing (De
Maeyer, 2012). After testing a sample of 203 consumer review community
participants on
OpenRice.com, researchers determined that 69% of the participants shared
reviews and based those reviews on various factors including reputation,
sense of belonging, and the joy of helping others (Cheung & Lee, 2012).
Social Media Reviews. Businesses should use social media
correspondence for presenting marketing endeavors and for influencing
relationships between businesses and consumers (Laroche, Habibi, &
Richard, 2013). Social media reviews align with disruptive innovation
theory considering the affect it has on establishing new markets (Corsi & Di
Minin, 2014). Having an influential social presence is critical for businesses
attempting to propel marketing and brand development strategies (Meuter,
McCabe, & Curran, 2013). Increasing knowledge and knowing how to use
social media correspondence strategies and brand showcasing can benefit
businesses by exploiting opportunities that social networks present (Jin &
Phua, 2014). Consumers use social media to socialize with one another, and
the form of communication has a significant impact on consumer decision
making, which affects business marketing strategies (Vinerean et al., 2013).
In conducting a study consisting of 236 social media users' online
interactions to evaluate predictors relating to social media sites, Vinerean et
al. (2013) concluded that online networking had a significant effect on
consumers' perceptions of online marketing and advertisements.
Businesses can fail to understand fully how to leverage social media
and consumer-generated reviews (Utz et al., 2012). The development of the
Internet provided an essential source for correspondence between consumers
and businesses and additionally extended word-of-mouth correspondence
(Labrecque et al., 2013). Social media is a fundamental source of influence
for managers and businesses seeking to enhance consumer satisfaction,
expand brand awareness, generate profits, and develop healthy business
relationships (De Maeyer, 2012). The innovation of the Internet influenced
consumer reviews and enabled businesses and marketing managers to
identify problem areas related to the offering of services, products, and
consumer loyalty (De Maeyer, 2012; Utz et al., 2012).
Online social influence could increase product purchases and brand
awareness
(Ahrens, Coyle, & Strahilevitz, 2013). In a large-scale field experiment
comprising 45,000 participants of an online mall, Ahrens, Coyle, and
Strahilevitz (2013) found that both financial and value incentives were
significant influencers for generating brand awareness through social
members. Barnes and Jacobsen (2014) concentrated on providing knowledge
to major sectors of the United States and examined how businesses failed to
comprehend completely and respond to online discussions. If marketing
managers managed to become aware of how to capitalize from online
discussions, they could develop strategies that affect business reputations,
profits, and brand awareness (Barnes & Jacobsen, 2014). Observing
consumer behaviors is beneficial for developing social media marketing
strategies for businesses (Barnes & Jacobsen, 2014).
To effectively utilize social media, businesses should screen social
behaviors and develop objectives for tracking social media accounts (Barnes
& Jacobsen, 2014). Businesses should utilize social media correspondence
for implementing marketing strategies (Laroche et al., 2013). Various
businesses use social media communication to develop relationships with
businesses and consumers (Laroche et al., 2013). Having a solid social
presence is fundamental for businesses attempting to propel marketing and
brand development strategies (Labrecque et al., 2013). Knowing how to
advance social media correspondence strategies could benefit businesses by
exploiting opportunities presented through using social media (Okazaki et
al., 2015). Observing consumer behavior online could help with developing
marketing strategies for social networking (Barnes & Jacobsen, 2014). To
effectively utilize social media, businesses should screen social behaviors
and develop objectives for following social media accounts (Okazaki et al.,
2015). Moreover, to trace social media behaviors, businesses should have a
strategy with objectives that require tracking measures, site visits, and the
quantity of followers of the social media influencer (Agnihotri et al., 2015).
Additionally, businesses should hire staff responsible for social media
functions (Okazaki et al., 2015).
In seeking adequately to understand the influential effects of social
media, researchers concluded that the development of online social media
affected marketing and business relationships (Sotiriadis & Van Zyl, 2013).
Considering the development of the Internet and the impacts of consumer
reviews, online social influence could expand product purchases and brand
perceptions (Wang, 2014). Consequently, businesses should manage brand
perceptions using social media, which could help define the consumerrelated
portions of a business marketing strategy (Mostafa, 2013). Maintaining
active social media accounts can help develop business branding and
advertising campaigns targeted toward consumers (Mostafa, 2013).
Online networking is a gathering of Internet-based applications built
on the foundation of ideology and technical specifications of Web 2.0, which
allows for the development and exchange of user-generated content
(Whiting & Williams, 2013). Social media is a critical area of enthusiasm
for marketing managers and practitioners seeking to evaluate and influence
consumers’ perceptions (Whiting & Williams, 2013). Researchers found that
88% of marketers used social media and spent over $60 billion per year
consistently on social media marketing (Whiting & Williams, 2013). The
most valuable social media tools for gathering marketing data are
LinkedIn®, Twitter, Facebook, and online blogging (Laroche et al., 2013).
The essential marketing applications of social media include content
marketing, market research, and business networking (Laroche et al., 2013).
Social media is a practice for soft marketing via relationship and
brand development and influences business and consumer interactions
(Agnihotri, Dingus, Hu, & Krush, 2015; Erragcha & Romdhane, 2014).
Social media influenced a dynamic sales increase for salespersons using
social media practices (Agnihotri et al., 2015). In the event that sales
representatives used social media, it could affect data correspondence
behaviors (Erragcha & Romdhane, 2014). Furthermore, using social media
allows for businesses and marketing managers to develop and expand
correspondence with consumers (Agnihotri et al., 2015). Businesses should
use social media to influence a positive relationship with consumers
notwithstanding building customer satisfaction and brand loyalty (Agnihotri
et al., 2015).
Social influence is characterized as a propensity to accept data as
evidence about reality (Flanagin et al., 2014). For instance, with online
movie ratings, consumers frequently rate movies based on previous ratings
by other consumers (Flanagin et al., 2014). Social media has a significant
influence on the actions and suppositions of consumers, and influences
purchasing intentions (Flanagin et al., 2014). Some consumers of online
social communities felt they had a moral obligation of sharing their
experiences through feedback and reviews (Cheung & Lee, 2012). The more
active the community member, the more influential their opinion (Sotiriadis
& Van Zyl, 2013). Consumer social influence is most significant when the
review directly relates to the potential consumer, or when the review
describes in detail the complaint or issue with the product or service
(Flanagin et al., 2014).
For an individual to be influential on social media, they need to
present relevant substance within reviews and have a reasonable social
following (Labrecque et al., 2013). Business marketers could regain
influential power by identifying, reaching, and bargaining with exceptionally
social consumers (Labrecque et al., 2013). To develop relationships of
power, businesses should solicit influential consumers and provide product
samples and ask that the influencers share evaluations and feedback on
social networks (Labrecque et al., 2013). The advantage of using social
media for businesses is to connect with consumers, which could decidedly
influence the brand's notoriety and awareness (Vinerean et al., 2013).
Businesses should use consumer socialization to comprehend consumer
behavioral attitudes (Vinerean et al., 2013).
Social media users have a preference for which platform to use when
posting social reviews (Kietzmann & Canhoto, 2013). Moreover, consumer
reviews have a significant effect on the sales of brands (Babic, Sotgiu, de
Valck, & Bijmolt, 2015). However, no evidence has been found supporting
whether one social platform had more of an affect than another (Babic et al.,
2015). To help investigate the influence of social media platforms, Babic et
al. (2015) conducted a meta-analysis of 1532 participants across 96 studies
covering 40 platforms and 26 product categories. Based on the study, Babic
et al. stated that social media reviews correlated positively with sales, but
did not have a unique effect based on a particular social platform.
Electronic word-of-mouth. Consumers often use social media
channels when purchasing products or services (Meuter, McCabe, & Curran,
2013). Social media channels including Facebook, Amazon, and Yelp are
greater influences than electronic word-of-mouth communication on
company websites and through the form of testimonials (Meuter et al.,
2013). Electronic word-of-mouth has a significant influence on the success
of businesses (Okazaki et al., 2015). Growth in social media affected the
reputation of various brands because of the personal relationships that
previous consumers had with potential consumers (Meuter et al., 2013).
Electronic word-of-mouth (eWOM) has become a significant
influence on consumer decision-making processes, and businesses have
worked diligently to prevent negative reviews and generate positive reviews
to help increase product sales (Fan et al., 2013). Consumers depend heavily
on the opinions generated by eWOM (Fan et al., 2013). EWOM was a
paramount influential factor in online communication advancement and has
significantly affected businesses by providing a platform for consumers to
influence potential buyers’ purchasing decisions (Babic et al., 2015; Fan et
al., 2013).
The innovation of online social media had a significant effect on
marketing and businesses (Sotiriadis & Van Zyl, 2013). Furthermore,
eWOM and online reviews were developing because of the Internet, and
presenting challenges for various industries (Sotiriadis & Van Zyl, 2013).
The development of eWOM introduced a method for increasing online sales
and consumer awareness for businesses including the travel industry
(Sotiriadis & Van Zyl, 2013). Additionally, Cantallops and Salvi (2014)
assessed eWOM within the hotel industry and found that the Internet and
information technology prompted a change in consumer behavior. Because
of technology advancements, a change in marketing strategy development
should occur (Cantallops & Salvi, 2014). Lis and Nebler (2014) described
eWOM as a method for presenting recommendations, online reviews, and
opinions, which had continually developed with the emergence of new
technology and the Internet. The main contrast between traditional word-of-
mouth and eWOM was that eWOM had a greater reach and accelerated
interaction (Lis & Nebler, 2014). Considering the simplicity of accessing
eWOM reviews, businesses had progressively sought to comprehend factors
and results influencing eWOM (Lim, 2013).
EWOM and traditional word-of-mouth communication have extended
to online communication and networking through social forums, review
sites, and news sites (Cheung & Lee, 2012). Various levels of mood-
enhancements, escapism, experiential learning, and social interaction have
mixed effects on eWOM (Lis & Nebler, 2014). A growth in eWOM helped
shape consumer purchasing behavior (Cheung & Lee, 2012). Considering a
growth in eWOM, future studies were necessary to help comprehend the full
effects and rational for the growing trend (Cheung & Lee, 2012).
Abrantes, Seabra, Lages, and Jayawardhena (2013) evaluated the
relationship between in-group and out-of-group electronic word-of-mouth.
Abrantes et al. defined the term in-group as eWOM directed toward
individuals' close friends and family. Out-ofgroup eWOM referred to
individuals beyond the reviewers’ social, family, and collegial circle
(Abrantes et al., 2013). There is a positive relationship between experimental
learning and eWOM for out-of-group relationships, while no relationship
exists in experimental learning and eWOM for in-group relationships
(Abrantes et al., 2013).
Interested consumers have repeatedly relied on consumer reviews
when making a purchasing decision (Hu, Bose, Koh, & Liu, 2012). Sales of
products are significantly dependent on eWOM influences (Hu et al., 2012).
Moreover, eWOM affects the trust and perception of businesses and the
products they offered (See-To & Ho, 2014). When there is a large number of
positive eWOM referrals, sales and business profits increase (See-To & Ho,
2014). Additionally, positive eWOM influenced purchasing behavior of
consumers considering it promoted trust and expectations (See-To & Ho,
2014).
Focus groups. Focus groups provide businesses with resources to
seek legitimate feedback, conduct beta testing, and evaluate consumers’
perceptions through real-time reviews (Miles & Sparks, 2014). Focus groups
take into account in-depth interviews with participants that are useful for
expanding consumer and product knowledge (Šalkovska & Ogsta, 2014).
Businesses have an expanding interest in the service and the results that
focus groups generate (Woodyatt, Finneran, & Stephenson, 2016). In
assessing the influence of consumer-generated feedback and reviews,
researchers noted that endorsed opinions and homogeneity in reviewers’
impressions enhanced the sales of products and services (Jabr & Zhiqiang,
2014). Online focus group organizations help businesses and marketers
observe the responses of consumers concerning specific concepts and ideas
(Sheppard & Jones, 2013). Focus groups are ideal for acquiring data for
measuring status and trends (Danielsen et al., 2014). Moreover, unlike local
focus groups, online focus groups provide businesses the opportunity to
decide the cost of products and services based on the opinion of
topographically diverse participants (Woodyatt et al., 2016). Focus groups
are underutilized research approaches (O'hEocha, Wang, & Conboy, 2012).
Furthermore, the core theoretical components of focus groups are indepth
data, local focus group interactions, and a humanistic character (O'hEocha et
al., 2012). The core segment of focus groups are the connections among the
participants (O'hEocha et al., 2012). In particular, the interaction with
participants helped researchers gather less accessible data, which would not
have generally come to surface using traditional data collection methods.
Business and marketing managers should use focus groups for acquiring and
analyzing data for exploring product awareness and consumers’ perceptions
(Danielsen et al., 2014). Likewise, consumer reviews were eight times
cheaper than traditional data collection methods but lacked the geographical
reach of focus group research methods (Danielsen et al., 2014).
Additionally, focus groups were more reliable because of careful validation
processes that considered time, commitment, and credibility of the results
(Danielsen et al., 2014).
Researchers of focus group studies recommended subjects and
probing openended questions (Sheppard & Jones, 2013). The drawbacks of
using focus groups are that using the method do not help researchers observe
participants in a natural setting, which often have an effect on the results
(O'hEocha et al., 2012). In an attempt to analyze the reliability of focus
groups, Danielsen et al. (2014) concluded that the group setting was as
reliable as other methods of interviews, and the credibility relied on the
participants. Considering focus groups take place within a group setting,
participants could affect the decisions of other individuals (Danielsen et al.,
2014). Using a structured process is critical to the success of focus groups
(Danielsen et al., 2014).
Review Types’ Credibility
EWOM is more trustworthy and credible than any other form of
communication (Fan et al., 2013). Consumer reviews receive their value
based on factors including the credibility of the reviewer, the quantity of the
reviews content, and the quality of the review (Fan et al., 2013). After
analyzing the writing style of reviewers and the effectiveness of manipulated
reviews through sentiments, readability, and ratings, researchers determined
that 10.3% of products were subject to online review manipulation (Fan et
al., 2013). To counter the effects of manipulated reviews, potential
consumers should thoroughly analyze reviews before making purchases
based on the content of a review (Hu et al., 2012). In evaluating the value of
perceived credibility in the decision-making process of online consumers,
Hu et al. (2012) confirmed that credible eWOM sources positively
influenced consumers. Moreover, the quantity and quality of the review’s
content determined its credibility (Hu et al., 2012).
A source’s credibility consists of expertness and trustworthiness
(Hansen, Lee, & Lee, 2014). Reviews are significant for marketing
managers seeking to analyze consumer reviews effectively (Hansen et al.,
2014). For example, a review is more credible when posted by a consumer
rather than a business employee or manufacturer (Sparks et al., 2013).
Review consistency and the expertness of the reviewer determines the
credibility of the review (Baker et al., 2015). Expertness in writing reviews
relates to whether the reviewer is qualified to discuss the subject and could
perform tasks related to the subject (Hansen et al., 2014). Credibility was
additionally determined based on whether the review could be accepted or
approved without further research or evidence (Hansen et al., 2014).
Comprehending review credibility could positively influence marketing
methods for marketing managers seeking to increase product awareness and
profits.
Negative word-of-mouth. After conducting a study for analyzing the
effects of negative word-of-mouth (NWOM) online, researchers suggested
that businesses develop an appropriate response to counter the effects of
NWOM communication (Lang & Hyde, 2013). How a business responds to
NWOM is crucial for whether the business will suffer negatively from the
effects of the NWOM (Barnes, 2014). NWOM plays a pivotal role in
influencing purchasing decisions and how potential consumers perceive
businesses (Lang & Hyde, 2013). By examining theoretical and practical
implications, limitations, and directions, Barnes (2014) found that multiple
consumer reviews helped to increase credibility compared to a single review
without peer agreement. When there is significant agreement on NWOM,
potential consumers are influenced to follow the greater opinion (Barnes &
Jacobsen, 2014).
Sensory marketing helps to identify and comprehend the senses and
influences of marketing engagement in light of consumers’ perceptions,
behaviors, and judgments (Krishna & Schwarz, 2014). Businesses should
develop a suitable reaction to counter the impacts of NWOM
correspondence (Lang & Hyde, 2013). How a business reacts to NWOM is
critical for determining whether the business can recuperate from the
negative reviews and feedback (Barnes, 2014). In another study, researchers
expressed that negative reviews greatly affected consumers seeking to make
a purchase online (Cui et al., 2012). While positive reviews did have an
influence on consumer decision making, one negative review from a
disgruntled employee had a more significant effect on product ratings.
Conversely, negative reviews have less of an influence when contrasted to a
vast majority of positive reviews (Barnes & Jacobsen, 2014). Consumers
who post NWOM reviews have the expectations that marketing managers
will read their postings and offer incentives to remove the negative review
(Kietzmann & Canhoto, 2013).
Businesses are aware of the effects of consumer reviews, and many
businesses work to manipulate online reviews of products to increase sales
and profits (Hu et al., 2012). Consumer review manipulation occurs often,
but there is no firm evidence suggesting which businesses or industries are
using the unethical practice (Malbon, 2013). Marketing managers should
assess statistical methods for detecting review manipulation and the effects
of manipulated reviews on online shoppers (Ong, Mannino,
& Gregg, 2014). Researchers have also found that businesses and marketers
often manipulated reviews to increase ratings and influence consumer
product evaluations (Bambauer-Sachse & Mangold, 2013). As a result of the
study, the researchers concluded that manipulated reviews more often
affected easily influenced consumers than consumers who were less swayed
by consumer-generated reviews.
Marketing managers and business owners are aware of the effects of
consumer reviews and sometimes succumb to the temptation of generating
fake reviews to help promote products or services (Malbon, 2013). Website
owners and policymakers are responsible for discovering and removing fake
reviews (Ong et al., 2014). The drawback of manipulated reviews is that
they could unduly damage the reputation of businesses and review websites
(Heydari, ali Tavakoli, Salim, & Heydari, 2015). An additional concern with
such reviews is that they are difficult to find and report considering reviews
have no definite structure or requirement (Heydari at el., 2015).
Governments and regulators should reprimand fake reviewers and
businesses promoting fake or manipulated reviews as they can cause a loss
of confidence in the marketplace (Ong et al., 2014).
Collecting Consumer Review Data
Marketing research could affect marketing execution and adequacy
(Lages et al., 2013). Furthermore, businesses should develop marketing
strategies to address the local market when the business begins to see a
decrease in sales performance (Lages et al., 2013). Because of developments
in the Internet, data mining knowledge and interest will likewise continue to
increase (Chen et al., 2015). Consequently, marketing managers could utilize
the data to help develop marketing strategies and consumer knowledge by
analyzing patterns and behaviors. After conducting a study based on two
stages of data collection and datasets, researchers stated that not all
consumers were affected by reviews and that the effect of reviews was
dependent on a person's education and personal experiences (Noone &
McGuire, 2013).
Provost and Fawcett (2013) defined big data as datasets that were too
large for conventional data processing technologies. Practitioners use
datasets for various tasks including data mining and data processing (Provost
& Fawcett). Data mining sources include web blogs, forums, wikis, and
social media, which are ideal for mining data (Kacen, Hess, & Chiang,
2013). Okazaki et al. (2015) evaluated consumer engagement on Twitter
using data mining and determined that social media were helpful in
identifying patterns of eWOM. In convincing key stakeholders to take
measures to modify the perceived value of the consumer, data should be
collected and sorted for assessing the market and developing a marketing
strategy for actualizing ideas (Provost
& Fawcett, 2013).
Song et al. (2014) concluded that attention economy was a system in
which consumers shared data and ideas online, and the idea with the most
feedback received monetary value. Comprehending the needs of consumers
helped to establish future direction and defining product status. Additionally,
online data mining from social media networks was advantageous for
gathering data quicker and easier than surveys and questionnaires (Song et
al., 2014). Benefits of data mining include the capacity to better comprehend
consumers by knowing and assessing the networks in which they gather
(Chong et al., 2015). Moreover, data mining is also useful for analyzing
consumer behavior, which could assist in establishing a future course for
identifying and implementing businesses’ marketing strategies (Chong et al.,
2015).
Researchers found that 93% of U.S. consumers used the Internet for e-
commercerelated activities (Flanagin et al., 2014). In addition to general data
mining using the Internet, social media were likewise useful for gathering
location-based data about consumers (Chen, Vorvoreanu, & Madhavan,
2014). Data mining also identified with online photograph sharing and the
tourism industry and photographs enabled travelers to share their location
through geotags, which provided marketing managers with data for using
geotag knowledge in marketing strategies (Majid et al., 2013).
Summary and Transition
Section 1 included the problem statement, purpose statement, nature
of the study, and the research question, which helped define and guide the
stages, reporting, and analysis of the study. Consumer feedback and review
knowledge are fundamental for marketing managers seeking to develop
strategies that influence brand awareness and profitability. Pursuing
knowledge of consumer reviews as a core element of strategic marketing can
generate significant difficulties for marketing managers. These difficulties
produce complications in marketing firms, where a lack of knowledge of
consumer reviews and clarity create barriers to producing successful
marketing strategies.
The purpose of this qualitative multicase study was to explore
consumer review strategies marketing managers use to improve marketing
success, brand awareness, and profitability for their clients. The review of
professional and academic literature contains key and recent writings in the
business and marketing field. Reviewing the content of the literature review
enabled me to compare research articles relating to my topic.
Section 1 included (a) interview questions, (b) conceptual framework,
(c) operational definitions, and (d) assumptions, limitations, and
delimitations of the study. Section 1 also included the significance of the
study and a review of literature. The literature review comprised key and
recent writings in the business and marketing field. The review of literature
consisted of an analysis of consumer reviews, including the subjects of (a)
market research, (b) marketing strategies, (c) relationship marketing, (d)
consumer perception, (e) consumer behavior, (f) market trends, (g) review
credibility, and (h) data collection.
Section 2 covers the following topics: (a) purpose statement, (b) role
of the researcher, (c) study participants, (d) research methodology and
design, (e) population and sampling, (f) ethical research, (g) data collection,
(h) data organization, (i) data analysis, and (j) reliability and validity.
Section 3 includes the (a) presentation of the findings, and (b) implications
for social change, (c) recommendations for action and further research, and
(d) closes with research reflections and my overall conclusions.
Section 2: The Project
Consumer reviews help other consumers make informed purchasing
decisions; they are essential to the success of marketing managers seeking to
develop marketing strategies (Cui, Lui, & Guo, 2012). Marketing managers
use consumer reviews to help forecast profits, influence consumers’
perceptions, and increase customer satisfaction (Cui et al., 2012). Section 2
covers the following topics: the purpose statement, role of the researcher,
study participants, research methodology and design, population and
sampling, ethical research, data collection, data analysis technique, and plans
for assuring the study’s reliability and validity.
Purpose Statement
The purpose of this qualitative, multicase study—which used one
successful marketing manager from each of five marketing agencies in
North Texas—was to explore these managers’ strategies for using consumer
reviews to improve marketing success, brand awareness, and their clients’
profitability. Data collected from this study can contribute to businesses by
identifying problem areas and offering solutions to those problems, which
could help marketing managers successfully develop strategies, brand
awareness, and profitability for their clients. By developing successful
consumer review strategies and increasing profitability, businesses can effect
beneficial societal and community change by generating more jobs,
enhancing communities, and benefiting the local economy.
Role of the Researcher
As the researcher, it was my responsibility to, first, decide the most
suitable research methodology and then to search and interact with the
participants through (a) preparing research protocol, (b) soliciting, (c)
corresponding, (d) interviewing, and (e) member checking. I was responsible
for analyzing transcripts and for collecting company data including (a)
business goals, (b) plans, (c) marketing strategies, (d) analytics, and (e) other
public documentation for assessing strategies for integrating consumer
reviews in business marketing strategies.
Given that I have a direct involvement in the marketing industry, my
education and contacts developed potential participant affiliations.
Moreover, my personal dispositions and convictions toward the marketing
industry derive from my experience and training as a marketing consultant.
However, I did not use my influence to lead potential participants to believe
that participating in this research could result in rewards, relationship
benefits, or special favors.
Bias in interviews occurs when researchers encourage or persuade
participants to choose one answer over others (Pannucci & Wilkins, 2010).
Though my industry experience and education have informed my interest in
the topic and my interpretation of collected information, I did not influence
participants’ responses, which helped to assure the accuracy of the collected
data (Kallio, Pietilä, Johnson, & Kangasniemi, 2016). Understanding
potential bias and the effects it could have on the study’s results is vital for
assuring the validity of research (Leedy & Ormrod, 2013). Bias can occur in
the planning, data collection, and analysis phases of research. Pannucci and
Wilkins (2010) stated that bias reflects propensities that preclude impartial
considerations of inquiries.
Researchers can use the Belmont Report for summarizing ethical
principles signed into law by the National Research Act in 1974, taking into
account the National Commission for the Protection of Human Subjects of
Biomedical and Behavioral Research (Adams & Miles, 2013). The
Commission concluded that research identifying with human subjects should
incorporate statutory guidelines to avert unethical research practices (Adams
& Miles, 2013). The Belmont Report highlighted three fundamental systems
that summarized ethical principles, which included (a) respect for persons,
(b) beneficence, and (c) justice (Adams & Miles, 2013). To ensure ethical
execution of the study, I followed the specified procedures and processes in
the Belmont Report.
Potential biases could have affected the study’s validity considering
my industry insight and relationship with participants. To mitigate such
biases, I used strategies such as bracketing and member checking to assist in
ensuring an accurate representation of participants’ perspectives. A
qualitative semistructured interview is beneficial for generating trustworthy
and reliable results (Kallio et al., 2016). I used a semistructured interview
protocol (Appendix A) to aid in the interview and research process by
providing structure for conducting my interview with each participant.
Participants
Participants for this qualitative multiple case study had a notable
association in marketing identifying with consumer perception, influence,
and social media. A sample size for a qualitative research study should be
between five and 50 participants (Dworkin, 2012). The research included
one marketing manager from each of five marketing agencies. The study
participants assisted in forming an understanding of the strategies marketing
managers employed when integrating consumer reviews in successful
marketing strategies.
The participants included marketing firms and agencies that offered
marketing services to clients. Considering the influence of online review
websites such as Yelp.com and Amazon.com (Meuter, McCabe, & Curran,
2013), I prequalified my research participants by evaluating the participants’
reputation on these networks. Moreover, before selecting potential
participants, I considered how reputable the business was as determined by
the quantity of clients and analysis of the social media channels and
reputations of their firms’ clients.
After receiving IRB approval (10-21-16-0542155), I selected potential
participants by interviewing lead marketing managers to gain insights into
the organization and develop a perception for how the organization
integrated consumer reviews in marketing strategies. To further select
participants, I (a) attended local business events and associated with
marketing groups and professionals to establish new relationships, and (b)
searched the Internet for local marketing firms and contacted the marketing
department through telephone and e-mail as approved by the IRB.
Throughout the recruiting and research, I followed the suggestions of
McDermid et al. (2014) by establishing trust by clearly communicating with
participants.
Upon selecting the preferred candidates, I established contact through
telephone and e-mail with details explaining the study and prerequisites. I
followed-up with a demographic survey which included the following items:
1. What is your current job title in the agency?
2. What is your age?
3. Has this agency been successful at implementing consumer
reviews in business strategies?
Research Method and Design
The purpose of this qualitative multiple case study was to explore
solutions for marketing managers within organizations seeking to integrate
consumer feedback and reviews in business marketing strategies. Drawing
from public records and interviews with marketing managers of marketing
firms within the North Texas region of the United States, I assessed
collected data of consumer review strategies by the firms. The findings and
conclusions from the research should help present various approaches to
resolving problems and potential risks within organizations seeking to gain a
better understanding of feedback and consumer reviews and how to integrate
consumer feedback in business marketing strategies.
Research Method
Research study methodologies are qualitative, quantitative, or mixed
methods (Venkatesh, Brown, & Bala, 2013). A qualitative research method
is a tool for assessing the conduct of individuals and barriers that affect
reasoning by analyzing details and collecting in-depth data from multiple
sources (Šalkovska & Ogsta, 2014). A quantitative methodology includes
structured or raw data and statistics to form and test one or more hypotheses
for answering research questions (Šalkovska & Ogsta, 2014). Using a mixed
methods approach combines qualitative and quantitative methods for
addressing a research question (Yin, 2014). A qualitative methodology was
most appropriate for this study as there were no variables to compare or
examine as within a quantitative or mixed method approach.
For a qualitative study, using an interview method with open-ended
questions is advantageous for gathering data (Yin, 2014). Researchers can
use a qualitative research method to assist in comprehending and
discovering experiences, perspectives, and insights of participants (Lewis,
2015). Using a qualitative exploration procedure facilitates assessing why
individuals behave in a particular manner (Yin, 2014). Moreover, employing
a qualitative exploration helps researchers analyze points of interest and
gather in-depth information (Šalkovska & Ogsta, 2014). Additionally, using
a qualitative method enables researchers to elicit experiences, information,
opinions, and feelings of participants (McDermid et al., 2014).
An advantage of employing a qualitative approach is that there are no
constraints on study participants to foreordained responses (Yin, 2014). A
drawback of the qualitative method in regards to collecting data is that it is
costly considering the time expected to gather the data (Yin, 2014).
Researchers use the qualitative method to study the lived experiences of
participants and to interpret the data collected about phenomena
(Šalkovska & Ogsta, 2014). A qualitative study approach produces
discoveries that are frequently not decisive and are exploratory in nature
(Yin, 2014).
Research Design
The four principal research designs for qualitative research include:
(a) phenomenology, (b) ethnography, (c) grounded theory, and (d) case
study (Petty, Thomson, & Stew, 2012). Researchers use a phenomenological
design to explore lived experiences and perspectives of individuals as they
experience a phenomenon (Petty et al., 2012). In an ethnographic approach,
the researcher observes the lives of the participants by examining rituals,
social behaviors, and regularities (Petty et al., 2012). A grounded theory
design is most beneficial with an iterative data collection method and
analysis to develop theories about social phenomena (Petty et al., 2012).
Considering I did not research individual world-views, lived experiences on
identifiable concerns, or create common themes as explained by Yin (2014),
I decided not to use a phenomenological, ethnographic, or grounded theory
design.
A case study design is particularly valuable for exploring real world
situations (Lewis, 2015; Yin, 2014). Case studies are in-depth explorations
of unique situations; permitting the advancement of further elaboration and
future research (Yin, 2014). Employing a case study design helps
researchers to explore strategies based on real world circumstances (Lewis,
2015). Yin (2014) clarified that case studies can include various explorations
of the same phenomenon within real life context. The sampling method for
this study was purposive sampling. Researchers use purposive sampling to
ensure the study addresses the business problem (Barratt, Ferris, & Lenton,
2015). Yin wrote the design is what connects the empirical data to the initial
research question and
conclusions. Researchers use case studies to collect various types of data—
not just interviews—from multiple sources.
I incorporated methodological triangulation by using multiple types of
data including interviews and public records from Internet sources.
Furthermore, I used bracketing and member checking to assist in ensuring an
accurate representation of participants’ perspectives. The processes of
member checking are beneficial for developing trust between researchers
and study participants. Moreover, I continued member checking until
saturation was achieved. Limitations of case studies include the inability to
generalize findings (Yin, 2014). I conducted this case study research using
structured and open-ended interview questions. I initiated with what oriented
questions and extended to how to help develop a more descriptive case
study.
Population and Sampling
In a qualitative study, the researcher must decide who and how many
participants to include in the study, and what the researcher requires
knowing (Cleary, Horsfall, & Hayter, 2014). I chose to use a multiple case
study with a population of individuals who satisfied the participant criteria in
multiple companies. The industry and study population for this research was
marketing managers of firms in the North Texas area that offered marketing
services to businesses. For this study, I concentrated on marketing firms and
agencies that had various types of consumers in regards to social status,
industry type, and brand ubiquity and status. I established relationships with
multiple leaders and managers to enhance the trust and increase data
collection (McDermid et al., 2014).
Robinson (2014) outlined a sampling approach for qualitative
interview-based explorations and noted the principal types of sampling were
(a) random selection, (b) quota sampling, (c) accessibility sampling, (d)
stratified sampling, and (e) a unique selection strategy. Determining a
sample size in qualitative research is reliant on and influenced by practical
and theoretical considerations (Robinson, 2014). Robinson further stated that
researchers selected sample sizes depending on the quantity of participants
the researcher could manage.
The population of the study included one marketing manager from
each of five marketing agencies located in North Texas who had
demonstrated success in the field of marketing using consumer review
strategies. I incorporated methodological triangulation by using multiple
types of data including interviews and public records from Internet sources.
Additionally, I utilized strategies such as member checking to assist in
concluding an accurate representation of participants’ views. I continued
member checking until achieving data saturation. I cross-checked both
between and among the data sources to assure data saturation
Ethical Research
I followed structured procedures and processes to ensure ethical
execution of the study. My study conformed to the requirements for minimal
risk to satisfy the terms of
Walden University’s Institutional Review Board (IRB). The IRB is
responsible for developing, adopting, and enforcing guidelines for safety
and ethical practices to protect study participants (Wilson, Kieburtz,
Holloway, & Kim, 2014).
Participants received a letter explaining the details and intent of the
study. The letter also included an attached Informed Consent Form for
review and approval by the participant. Informed consent is a manner of
obtaining approval from an individual to participate in a research study
(Schrems, 2014). The Informed Consent Form included details of questions,
processes, and data collection methods used for the study. As recommended
by Drake (2013), I informed potential study participants that they could
withdraw from the study for any reason including personal commitments,
concerns, or disagreements of the results or processes of the study.
The participants could withdraw either by emailing or through
telephone. There were no incentives in exchange for study participation.
Upon receiving IRB approval, I contacted the participants through telephone
and e-mail to confirm and schedule dates to conduct the interviews. Limiting
participant risks is vital in research studies (Johnson, 2014). As measures to
assure the ethical protection of participants, I did not identify participants
involved and the name and exact location of the organization in which the
participants work. However, I did inform the participants of potential risks
associated with sharing company information and personal opinions as
requested by the research questions.
The interview data will remain confidential and safely maintained for
5 years to protect the rights of the participants, and be available to the
participants. I only collected publicly available documents and marketing
strategies relating to, and consisting of, consumer review knowledge and
research. I collected the information from public information available via
company websites and other online media outlets including social media,
forums, and directories.
Data Collection Instruments
For this qualitative case study, I was the data collection instrument.
Researcher as the instrument alludes to researchers who are active in
research processes (Pezalla, Pettigrew, & Miller-Day, 2012). As the
instrument, a researcher must use proper judgment to gather and analyze
collected research data (Pezalla et al., 2012). To collect data, researchers
should develop trust from participants to influence comfort for sharing data
and resources (Denzin, 2013).
A good interviewer should have knowledge in the areas of technical
and interaction competence (Yin, 2014). As the data collection instrument,
researchers can establish relationships with participants while actively
observing phenomena (Mansfield, 2013). Interviews are effective methods
for researchers seeking to collect data (Hedlund, Börjesson, & Österberg,
2015). Moreover, considering the depth of being the instrument, knowing
how to respond to collected data and personal bias are vital (Pezalla et al.,
2012). When the researcher is the instrument in a semistructured qualitative
interview, personal sentiments can subliminally influence the results of the
study (Pezalla et al.,
2012).
Reflexivity is a situation in which the researcher influences
participants using bias (Yin, 2014). While there were hindrances of being the
instrument, such as potential biases, I worked to incorporate all applicable
research documentation and not influence personal responses of the
participants. To mitigate such biases, Houghton, Casey, Shaw, and Murphy
(2013) recommended using strategies such as member checking to assist in
ensuring an accurate representation of participants’ views. I used bracketing
as suggested by Chan, Fung, and Chien (2013) as a means of putting aside
my knowledge and experience to help minimize bias throughout the research
process. Researchers should member check to improve the validity and
reliability of data (Milosevic, Bass, & Combs,
2015). O’Reilly and Parker (2013) reasoned that researchers use member
checking to reduce the probability of unreliable data in a study.
As the data collection instrument, I utilized Google Voice cloud phone
for recording the phone call and afterward downloaded the audio file for
transcription. I maintained only one audio recording per the protocols
outlined for ethical research. I used the interview questions to guide the
interviews. Qualitative researchers use semistructured interviews with open-
ended questions to collect data (McIntosh & Morse, 2015). Semistructured
interviews are ideal for gathering data from a small quantity of participants
(Anyan, 2013). I completed semistructured interviews based on open-ended
questions, and collected data pertinent to the objective of the research. I used
a semistructured interview protocol (Appendix A) to assure the same
structure for each participant. Zhou (2013) recommended that researchers
use robust data collection methods to ensure validity and reliability.
Data Collection Technique
Researchers can use interview to help generate trustworthy and valid
results from collected data (Kallio et al., 2016). A disadvantage of using
interviews as a data collection technique is the potential for bias during the
planning and analysis phases of research (Houghton et al., 2013). To
mitigate such biases, I used quality assurance processes such as member
checking and bracketing to assist in ensuring an accurate representation of
participants’ views.
I worked toward the data collection phase by contacting select
individuals and several organizations to determine the knowledge and
availability of each firm. Initially, I contacted potential participants using e-
mail to introduce myself and the study. After explaining the research intent
through e-mail, I scheduled a phone meeting to discuss the study further.
After selecting potential participants, I provided the participants with a
demographic survey and consent form. Upon approval of the documents, I
scheduled a time and location for each interview. Before each interview,
participants received a copy of the questions for review to address potential
concerns. As recommended by Bell (2013) and Glover, Jomeen, Urquhart,
and Martin (2014), I recorded the interview and used predetermined
questions while conducting the interview. During the interview, I applied
bracketing and techniques suggested by Hyden (2014), who noted not to
include expressions and remarks. While asking follow-up questions, I
reemphasized the commitment to maintaining participants’ confidentiality
and the proprietary nature of the data.
A semistructured interview is beneficial for generating trustworthy
and valid results from collected data (Kallio et al., 2016). Qualitative
researchers should use semistructured interviews with open-ended questions
to collect data (McIntosh & Morse,
2015). Semistructured interviews are ideal for gathering data from
participants (Anyan,
2013). I used a semistructured interview protocol (see Appendix A) to assist
in the interview and research process by providing structure for each
interview. In addition to the recording of the interview, public data types that
I collected included sample strategic planning documentation and historical
and marketing data collected from the organization's website and social
media pages. After completing the interview, I followed the
recommendations of Tellado, Lopez-Calvo, and Alonso-Olea (2014) and
transcribed the data before member checking by sharing my interpretation of
the interviews with the participants.
After recording the phone call and downloading the audio file for
transcription, I maintained only the better version of any recordings per the
protocols outlined for ethical research. Additionally, I took notes from
observations, thoughts, and collected documentation. Furthermore, I
compared my interviews with findings in the literature review to develop a
conclusion based on similarities and differences.
Data Organization Technique
The tool I used for quickly searching through and organizing the
collected data was NVivo for Mac, which researchers use to effectively
import data, and examine imported data. I used the NVivo software to help
organize and analyze collected data. Moreover, I used NVivo for
transcribing the recorded interviews. I coded the interviews by using NVivo
to help place text into categories (Chan, Fung, & Chien, 2013; Pierre &
Jackson, 2014). The collected data from the recorded interviews included
assigned coding based on the participant, marketing firm, and collection
technique. The advantage of using codes is that it enables researchers to
organize raw data for understanding a phenomenon (Bell, 2013; Pierre &
Jackson, 2014).
I stored data for maintaining integrity of the transcribed interviews,
recordings, and backup copies of collected data (Anyan, 2013). I securely
retained the data using password-protected folders on encrypted cloud-based
servers including Dropbox and iCloud servers while conducting the
research. When the research is completed, I will delete the data files from
the server including all historical archived copies. As required by the
Walden University, I will store all data in the securely encrypted folders for
a period of 5 years. After the 5 years, I will delete the files and any archived
copies.
Data Analysis
The use of methodological triangulation allows for collecting and
comparing findings from multiple types of data (Carter, Bryant-Lukosius,
DiCenso, Blythe, & Neville, 2014). Triangulation is a method that
encourages developing a thorough comprehension of data (Heale & Forbes,
2013). An advantage of using a triangulation approach is that it aids in
affirming data and expanding the credibility of research (Carter et al., 2014;
Heale & Forbes, 2013). In this qualitative multiple case study, I incorporated
methodological triangulation by using multiple types of data including
interviews and public records from Internet sources.
Data analysis involves categorizing, testing evidence, determining a
conclusion, and analyzing collected data (Yin, 2014). I completed the data
analysis of the transcribed interviews and utilized codes to identify recurring
themes. Moreover, I analyzed the themes from the interviews and compared
the codes with components from the conceptual framework. I used NVivo
for assisting in transcribing data from the interviews. NVivo is a tool for
facilitating qualitative research and organizing and analyzing data relating to
interviews, open-ended questions, and the Web.
The tool used for searching through the collected data was NVivo for
Mac, which researchers use to effectively import and examine data. Goble et
al. (2012) and Yin (2014) proposed that researchers use data analysis to
prepare and arrange data into codes and themes. Coding data enables
researchers to organize text into categories (Leedy & Ormrod, 2013; Pierre
& Jackson, 2014). Furthermore, using codes facilitates researchers indexing
raw data for understanding a phenomenon (Marshall & Rossman, 2014;
Pierre & Jackson, 2014). The collected data from the recorded interviews
included assigned coding based on the participant number and the distinct
marketing firm.
Reliability and Validity
Reliability in semistructured interviews is dependent on protocols for
assuring dependability and consistency (Foley & O’Conner, 2013).
Demonstrating credibility, transferability, dependability, and confirmability
are criteria for assuring validity in qualitative research studies (Kim & Li,
2013). Transferability is when study findings have applicability in other
contexts (Erlingsson & Brysiewicz, 2013). Researchers found that there was
a connection between dependability and reliability (Munn, Porritt,
Lockwood, Aromataris, & Pearson, 2014). Dependability occurs when a
researcher can follow and duplicate the results of a previous study (Thomas
& Magilvy, 2011). Confirmability occurred after demonstrating credibility,
transferability, and dependability
(Thomas & Magilvy, 2011).
Reliability
Reliability is characterized as a method for assuring the credibility,
dependability, and consistency of data not comprising of biases or influences
(Noble & Smith, 2015). Assuring reliability enables the researcher and
participant to cultivate a trusting relationship through rapport building (Kim
& Li, 2013). Reliability in semistructured interviews is dependent on
protocols for developing validity and dependability (Foley & O’Conner,
2013). Moreover, to sustain consistency, the researcher should demonstrate
transparency in the research process (Noble & Smith, 2015).
To assure reliability, I conducted a case study that was transparent and
clear by following an interview protocol (see Appendix A). Although my
industry involvement with the study had potential setbacks including bias, it
was possible to conduct research in a well-documented, unbiased manner.
To mitigate such biases, I used strategies such as bracketing and member
checking to assist in ensuring an accurate representation of participants’
views (Houghton et al., 2013; O’Reilly & Parker, 2013). Bracketing is a
means of putting aside the researcher’s own knowledge and experience to
help minimize bias throughout the research process (Chan, Fung, & Chien,
2013). Researchers should use member checking to reduce the probability of
unreliable data in a study (O’Reilly & Parker, 2013). The processes of
member checking are beneficial for developing trust between researchers
and study participants by assuring both reliability and validity
(Milosevic et al., 2015).
Validity
In qualitative research studies, (a) credibility, (b) transferability, and
(c) confirmability are criteria for assuring a study’s validity (Kim & Li,
2013). Transferability is a transfer of knowledge beneficial for future
researchers’ use and assessment (Yin, 2013). Miles, Huberman, and Saldana
(2013) recommended that researchers use confirmability to compare results
from related studies using similar protocols. I used confirmability to assist in
preventing bias.
Research validity includes credibility, authenticity, and
trustworthiness (Leedy & Ormrod, 2013). As the data collection instrument,
I used protocols amid the research and interview process to assure validity
(Houghton, Casey, Shaw, & Murphy, 2013). To mitigate potential
inaccuracies in this research, I used strategies including bracketing and
member checking to aid in ensuring an accurate representation of
participants’ views.
Triangulation is a method that assists in acquiring a thorough
understanding of data (Heale & Forbes, 2013). In this qualitative multiple
case study, I incorporated methodological triangulation by using multiple
data types and member checking to demonstrate data saturation. An
advantage of using a triangulation approach was to help marketing managers
affirm data and demonstrate the credibility of the study (Carter et al., 2014).
To ensure that I adhered to proper triangulation and validity methods, after
completing the interview and transcribing the results, I utilized bracketing
and member checking for assuring the study’s accuracy and validity.
Summary and Transition
Section 2 comprised of describing and justifying the design.
Additionally, Section 2 included headings describing the (a) purpose
statement, (b) role of the researcher, (c) study participants, (d) research
methodology and design, (e) population and sampling, (f) ethical research,
(g) data collection, (h) data organization, (i) data analysis, and (j) reliability
and validity. In Section 3, I provided a presentation of my findings. Section
3 further includes implications for social change, recommendations for
action and research, and closes with my reflections stemming from
completing the study, and conclusions.
Section 3: Application to Professional Practice and Implications for Change
In this section, I present research findings in addition to
recommendations. I additionally discuss how the research findings relate to
the review of literature and the conceptual framework. Section 3 includes (a)
an overview of the study, (b) presentation of the findings, (c) applications to
professional practice, (d) implications for social change, (e)
recommendations for action, (f) recommendations for further study, (g)
reflections, and (h) summary and conclusions.
Introduction
The purpose of this qualitative multicase study was to explore the
strategies marketing agency managers employed to utilize consumer reviews
to effect marketing success, brand awareness, and profitability for their
clients. Consumer review knowledge helped marketing managers in the
North Texas region develop successful marketing strategies. The selected
participants were one marketing manager from each of five marketing
agencies. The central research question was: What consumer review
strategies do marketing managers use to improve marketing success, brand
awareness, and profitability for their clients? The inclusion criteria for the
study participants interviewed were: (a) be a marketing manager in a
marketing agency located in North Texas who demonstrated success in the
field of marketing using consumer review strategies, (b) be at least 18 years
of age, and (c) be fluent in English.
I collected data from public online records and by using in-depth
semistructured qualitative interviews over a 2-week period. Three themes
emerged from the interviews, which were: (a) marketing objective, (b)
response, and (c) reputation management.
Analysis of the collected data revealed associated strategies marketing
managers used to generate marketing success.
Presentation of the Findings
In this section, I describe the material that I amassed from the
collection of data to develop a comprehensive perspective of the study. I
incorporated methodological triangulation by using multiple types of data
including interviews and public records from Internet sources. The largest
amount of data collected came from interviewing participants. I utilized
strategies such as member checking to assist in concluding an accurate
representation of participants’ views. I continued member checking until
achieving data saturation. The collected data addressed the overarching
research question: What consumer review strategies do marketing managers
use to improve marketing success, brand awareness, and profitability for
their clients?
I identified three themes by coding the collected data from the public
records and interview transcripts. The collection of public records enabled
me to analyze and compare the interviews with information found on the
participants’ companies’ websites and social media accounts. I coded the
collected data by using NVivo to help identify reoccurring themes (Fielding,
Fielding, & Hughes, 2013). Three common themes emerged from the
research: (a) marketing objective, (b) response, and (c) reputation
management. After identifying the themes, I analyzed the findings in
relation to those themes using methodological triangulation, and member
checking. I extended knowledge by comparing the findings with published
literature. Additionally, I compared and examined the findings to, and within
the context of, the conceptual framework.
Themes
I identified three themes that emerged from the interview transcripts
and the other data sources. The first theme, marketing objective, included
statements regarding the marketing objectives and goals of businesses. The
second theme, response, composed of statements regarding how businesses
should respond to consumer reviews. The final theme, reputation
management, stemmed from the participants' views on how to monitor and
manage the effects of consumer reviews.
Theme 1: Marketing Objective
The marketing objective theme relates to the central research question
by confirming that the agency and business have an objective or business
goal that relates to using marketing strategies to generate marketing success.
Marketing agencies that have an objective to enhance brand awareness and
profitability for their clients can use consumer reviews to help reach that
goal. From interviewing marketing agency managers, I discovered that
consumer review management was not a primary service offered by the
agencies, with only two participants (40%) noting review management as a
direct service provided, while other agencies combined the service within a
comprehensive reputation management package.
Businesses typically select a marketing agency based on the services
offered by the agency. Researchers recommend using consumer feedback to
develop business and consumer relationships (Alameddine, 2013; Bloching,
Hennig-Thurau, & Hofacker, 2013). As the agency and business client
partner in a relationship, the agency must align its objective with the
objective of the business client. Participant 5 stated the objectives of its
agency clients were mainly lead generation, brand awareness, and sales
increases. The goal of Participant 3’s agency was to administer digital
marketing and strategy services to clients. Participant 3’s agency worked in
the areas of improving brand awareness and helping clients minimize
business risks. Participant 1’s agency offered digital marketing services, web
branding, and optimization. Participant 1 noted that his agency had an
objective of improving clients’ visibility online and increasing sales and
return on investment. Participant 2 worked for an agency which offered
digital and traditional advertising and marketing that encompassed television
commercials, billboards, online advertising, paid display, public relations,
website development, and social media development.
Consumer engagement is critical for business managers seeking to
develop brand awareness and increase sales (Colleoni, 2013). In an
interview with Participant 2 and Participant 3, the marketing managers
agreed that the effect of consumer reviews on marketing success depended
on the marketing goals and objectives of the marketing strategy. According
to Participant 3, negative consumer reviews affected small businesses
significantly more than larger businesses. Consequently, depending upon
business size, consumer reviews did not always have a significant influence
on a business’s profitability. Reviews, whether positive or negative, do not
have a significant influence on consumers familiar with a business (Del Rio-
Lanza, Suárez-Álvarez, & VázquezCasielles, 2013). Participant 4 stated that
the goal of their agency was to generate leads and increase sales for their
clients, and the effect of consumer reviews is minimal in marketing, similar
to a tree in the forest. A review alone is not going to gain or lose new
business for a client, but can help to sway a potential consumer to make a
decision either positive or negative. Participant 4 added that consumer
reviews did not prevent the marketing agency from successfully developing
marketing strategies or moving forward on projects.
Engaging with consumers is a strategy recommended by marketing
agencies to create a competitive advantage by building relationships with
consumers (Algharabat, Alhammad, Al-Hyari, Alnsour, & Al-Weshah,
2013). If the objective of the business is customer acquisition, retention, or
brand awareness, then consumer reviews can affect the marketing strategy
development. Participant 3 explained that integrating or influencing
consumer reviews was not a high priority when considering the complete
marketing strategy.
The advancement of the Internet and social media link to disruptive
innovation theory by interrupting traditional marketing methods used prior
to the Internet (Corsi & Di Minin, 2014). Because of social media, consumer
feedback and reviews can quickly reach a broad audience and have an
immediate effect on the success of business marketing efforts. Due to the
popularity of the Internet, marketing managers have the ability to analyze
and predict consumer behaviors by using social networks and reviewing
websites (Alameddine, 2013). However, according to Participant 3, the
effect of consumer reviews is not as significant as it once was, and business
managers should not place a priority on gaining consumer feedback or
reviews to help grow their business.
Businesses and marketing agencies should spend marketing dollars wisely,
so gaining more reviews is not as important as generating brand awareness
through other reliable methods of marketing.
Participant 2 stated that clients had unique marketing objectives
determined by the clients' needs. The marketing agency recommended goals
that were most appropriate for the client based on the client’s objectives.
Marketing managers typically analyze consumer feedback and reviews on
social networking sites to help strengthen relationships with consumers
rather than focus business objectives on generating immediate revenue
(Barger & Labrecque, 2013). Participant 4 expressed that reviews were only
meaningful for strategy implementation if there were consumer concerns or
if the reviews were negative. Otherwise, Participant 4’s agency did not
consider reviews to be a significant influence in developing marketing
strategies.
Marketing strategies should focus on relationship building with
consumers to better develop successful strategies for increasing consumer
loyalty and sales (Colvin, 2013). An agency is not effectively accomplishing
its marketing objective if a client is receiving a significant amount of
negative reviews (Participant 5). If the success of a client’s business
declines, that affects the agency’s objective, which could cause the agency to
lose the client considering the negative reviews may hinder the client’s
ability to pay their marketing expenses (Participant 5).
The findings of this study are consistent with data found in the
literature review in concluding that consumer feedback and reviews have a
significant effect on marketing strategies and business success (Bronner &
de Hoog, 2014). Internet and technology created a marketing shift where
consumer reviews have a significant influence on the development and
success of businesses (Bacile, Swilley, & Ye, 2014). While the study
participants agreed that the effect of consumer reviews on marketing success
depended on the marketing goals and objectives of the marketing strategy
(Participant 2 & Participant 3), they also expressed that increasing sales was
the major objective of their clients. The objective of the clients aligned with
the published literature, which demonstrated that the importance of
consumer reviews was to increase consumer loyalty and sales (Alameddine,
2013). Brand loyalty and customer satisfaction are forefronts for marketing
success through the use of consumer reviews (Barger & Labrecque, 2013).
Theme 2: Response
The second theme stemming from the analysis of study data was how
the businesses’ marketing plans addressed responding to consumers’
reviews. Organizational theory assists in comprehending how businesses can
engage with consumers through marketing (Yu & Hang, 2010).
Organizational theory can be useful for marketing managers seeking to
enhance marketing efforts and productivity by better comprehending
consumers. With the popularity of social media and the Internet, consumers
have high expectations for businesses to engage and respond quickly to
questions and complaints (Labrecque, 2014). The marketing objective is
always to leave consumers with a positive feeling about the business and the
services provided (Participant 1). It is necessary to know how to engage with
consumers to influence positive feedback and relationships
(Participant 1). The response by Participant 1 was consistent with published
literature. Developing effective correspondence was foremost to
accomplishing brand loyalty, which supported the development of positive
relationships with consumers and businesses (Viio & Grönroos, 2014).
Consumers use social networks to post reviews, and they expect businesses
to respond to their concerns (Bacile, Hoffacker, & White, 2014). Participant
5 recommended that marketing strategies outline a response plan to counter
potential negative reviews. Being prepared and having the ability to identify
problems before they affect the marketing objective is critical to marketing
success (Participant 5).
Participant 4 stated that its agency worked as a team to monitor and
respond to consumer reviews. To monitor consumer reviews, Participant 5
noted that its agency maintained internal and external support staff for
identifying consumer reviews. As agency employees and clients monitored
negative consumer reviews, the agency worked through the conflict with the
client, and in some cases the reviewer to address concerns. Participant 5
further stated that the agency prioritized addressing negative reviews to
prevent the negativity from expanding across social networks.
When responding to consumer reviews, the objective of the business
managers should concentrate on making certain the message is positive, the
matter is resolved, and the consumer is satisfied with the outcome (Boo &
Kim, 2013; Daugherty & Hoffman, 2013; Xia, 2013). According to
Participant 2, considering most consumer reviews are on digital media
networks, the individual responsible for responding to customer reviews
should have cognitive writing skills and a good compass for creating
appropriate responses. Researchers found that 72% of consumers wrote
negative reviews with the expectation that businesses would respond and
take responsibility (Gurău, 2012). According to Participant 3, empathy,
compassion, and having the ability to relate are the primary characteristics
needed of an effective review responder. Participant 2 believed that
responses should be prepared in advance to prevent the client or agency
from scrambling for a response at the last minute. The team of responders
who should help prepare the proper responses includes the customer service
department, social media managers, and public relations employees.
Consumers use business responses as a method for better
understanding businesses (Xia, 2013). How to respond to a review is
dependent on the type of review received (Participant 1). If the response is
negative, in addition to replying, the responder could communicate with the
reviewer via phone or e-mail to quickly resolve the issue. Participant 2 stated
the best course of action was to respond tactfully and in a timely manner and
then work with the business client to prevent future problems or concerns
from occurring. When a consumer writes a review, businesses should
respond promptly with a quality resolution to the consumer’s concern
(Gurău, 2012). Businesses should respond promptly to negative reviews to
prevent consumers from posting the review elsewhere and sharing it with
other consumers (Barger & Labrecque, 2013). In addition to empathy,
compassion, and problem solving, Participant 3 noted that the responder
should have the ability to investigate and satisfy the consumer’s issues.
Participant 5 recommended using platforms to monitor and engage with
reviewers.
Theme 3: Reputation Management
Reputation management relates to the central research question by
identifying methods business managers can use to engage with consumers,
which could affect the business’s reputation and marketing success. Gaining
positive consumer reviews for businesses is critical for marketing success.
Reputation managers have the responsibility of responding to negative
consumer reviews (Gensler, Völckner, Wiertz, & Yuping, 2013). To
generate marketing success, reputation management is necessary to develop
positive brand reputation, which can enhance sales (Participant 4).
Participant 5 offered various strategies when handling reputation
management, which included a moderated review widget that their agency
installed on all client websites that enabled consumers to leave reviews and
feedback.
The development of the Internet aligns with disruptive innovation
theory, where the Internet disrupted traditional marketing and
communication methods previously used by businesses to connect with
consumers. With the disruption of the Internet and social media, consumer
feedback and reviews have the ability to reach a broad audience and have an
immediate impact on the success of business marketing efforts (Song et al.,
2014). The Internet has provided businesses and consumers an opportunity
to instantly communicate, which is beneficial for organizations seeking to
increase brand awareness and improve customer support (Gensler, Völckner,
Wiertz, & Yuping, 2013). Marketing managers cannot control consumer
reviews or where or when consumers write them. Consequently, it is
imperative that marketers continually monitor and manage their social
networks (Henke, 2013). In maintaining the reputation of its clients,
Participant 5’s agency created an automated system to e-mail the reviewer
and request that they post the review on other social media networks, which
could help expand the size of the population’s exposure to positive reviews.
The posted opinions of consumers on social media and how businesses
connect with those consumers can aid in generating brand awareness and
marketing success (Participant 4).
When managing the reputation of brands, the individual responsible
should understand how to finesse and empathize with reviewers (Participant
1), which is an organizational theory strategy. Historical data show that
consumer reviews have always played a significant role in influencing
purchasing decisions (Participant 5). Benefits of consumer reviews include
the ability to gain insights into consumers’ perceptions and behaviors.
Participant 1 agreed that the most important aspect of reviews was receiving
the opinion and feedback of the consumer whether positive or negative.
Participant 5 referred to consumer reviews as one leg on a three-legged bar
stool, where all the legs were essential in generating marketing success. By
combining consumers’ insights and knowledge with other marketing
methods, businesses could achieve marketing success.
In response to determining the management of consumer reviews,
Participant 2 suggested not ignoring the opinions of consumers, which
aligned with current literature which found that businesses should never
leave positive or negative consumer reviews unanswered (Canhoto &
Kietzmann, 2013). Reviews are free pathways for gaining insights into
consumers’ perspectives compared to incentives, surveys, and focus groups
(Participant 2). Researchers have reported that unlike positive reviews,
negative reviews had a greater likelihood of generating negative emotions
and business perceptions (Boo & Kim, 2013; del Río-Lanza, 2013).
Reputation managers should have crisis management training for
comprehending the proper steps for knowing how to de-escalate emotional
situations that drive to the heart of the consumer’s issues without the
manager being emotionally invested (Participant 5). No matter the ranking
or quality of the review, the manager should listen to the concerns of the
reviewer, address the issues, and prevent consumer dissatisfaction from
happening in the future (Participant 2 & Participant 4). When consumers
write reviews, particularly negative reviews, they expect a response from the
business that they are reviewing (Bacilli, Hoffacker, & White, 2014; Bacile,
Swilley, & Ye, 2014). Acknowledging consumer reviews could benefit the
marketing strategy by gaining insights into unforeseen problems within the
company (Participant 4).
Review credibility. Review credibility is important, particularly in
situations where reviews are clearly untrue (Participant 1). Determining
review credibility relates to the central research question by evaluating
whether the notoriety of the reviewer or authenticity of the reviewer’s
content influenced the review’s value. Knowing which platform on which
consumers prefer to express their views is essential for monitoring reviews
(Participant 5). There are specific review sites for every industry, and the
agency and client must determine the value of the review based on the
credibility of the reviewer and the location of the review (Participant 5).
The Internet has provided consumers an easy means of
communicating and sharing experiences with products, services, and
businesses (Bacile, Swilley, & Ye, 2014). When a consumer posts a review,
there are three groups affected: the consumer, the sharer, and the subscribers
of the consumer and sharer (Rui, Shi, & Whinston, 2014). Participant 3
stated that consumer reviews were not as influential as they were a few years
ago, and consumers were now more likely to ask and seek the opinion of
friends, family, and groups that they follow rather than those of strangers.
Consumers are aware of artificial reviews, and according to
Participant 3 and Participant 5, business managers frequently try to catalyze
positive reviews. Additionally, review platforms including Yelp are
influencing and authorizing unauthenticated reviews, which was a concern
of all study participants. Determining the credibility and affects of review
platforms aligned with current literature, which suggested that manipulated
reviews on review websites could unduly damage the reputation of
businesses (Heydari, ali Tavakoli, Salim, & Heydari, 2015). The Yelp
platform contains an algorithm that automatically determines which reviews
are “most useful” without actually authenticating the reviews (Participant 5).
Yelp has no verification process as to whether the reviewer participated in
any transaction with the business, which enables fraudulent reviews by Yelp
users and business competitors (Participant 4 & Participant 5).
Participant 2 stated that its agency did not actively manage reviews for
its clients. Additionally, the agency did not influence positive reviews
because it believes in respecting and trusting the integrity of consumer
reviews. Participant 4 noted that many of their clients did not see value in
asking consumers for reviews. Consumer reviews on social networks affect
unknown numbers of followers and individuals (Boo & Kim,
2013). Participant 5’s agency used an automated system where businesses
could upload a list of their clientele and have an e-mail sent to the recipients.
The goal of the e-mail was to encourage and incentivize past consumers to
leave reviews. The method employed by Participant 5's agency directly
contrasted with practices used by Participant 4, who noted that the objective
of their marketing agency was not to influence clients’ reviews through
promotional methods.
Influencer marketing. Consumer feedback and reviews are
influential and can affect how consumers engage with businesses (Daugherty
& Hoffman, 2013). The influence of a review is dependent on the value the
review reader places on the individual posting the review (Participant 3).
Potential consumers can use consumer reviews to prequalify businesses by
gaining insights into business ethics, products, and services offered
(Participant 5). For reviews to be influential, the review must be honest,
credible, and written by actual consumers and not the business's marketing
department (del RioLanza, Suárez-Álvarez, & Vázquez-Casielles, 2013).
However, the effect of Influencer marketing is ending as consumers have
come to realize that businesses can affect the selection of reviews as a
marketing tactic (Participant 3).
Marketing automation. Some businesses and marketing agencies use
software and automated systems to manage brand reputation and responses
to consumer reviews (Labrecque, 2014). Businesses use automated software
for responding to consumer reviews on social networks using a technology
that deciphers human text and provides a response to the reviewer
(Labrecque, 2014). Technology has significant benefits for enhancing
business and consumer relationships. However, consumers do not prefer
automated responses because it makes consumers feel that the issue was not
resolved satisfactorily (Labrecque, 2014).
Negative reviews. Responding effectively to consumer reviews can
influence consumers’ perceptions of the business, which can increase
consumer loyalty and sales (Colvin, 2013). Participant 2 stated that their
agency placed a priority on responding to reviews that were negative.
However, negative reviews were not a primary driver for whether the
marketing objective was accomplished (Participant 2). Negative reviews
create potential communication issues between the business and the
reviewer, and the business manager should use those reviews to resolve
communication issues (Participant 2). In evaluating the effect of consumer
reviews, Participant 4 referenced an instance where negative reviews caused
the agency to recommend a business client change their business name. The
number of negative reviews was so extensive that the agency believed
rebranding and restructuring the business was the best solution, which
demonstrated the potential extent to which consumer reviews can affect a
business’s success.
Marketing managers should prioritize negative reviews, consumer
feedback, and consumer sentiment when seeking to develop a successful
marketing strategy (Participant
5). Consumer reviews can significantly influence potential consumers of a
company (del Rio-Lanza et al., 2013). When negative reviews spread to
potential consumers, a business’s reputation can be negatively affected (Boo
& Kim, 2013). From an overall brand perspective, negative reviewers could
hinder brand awareness by creating consumer doubt, which can decrease
leads and referrals (Participant 5).
Monitoring reviews. Researchers use organizational theory to
identify how businesses can prevent and solve problems to increase
efficiency and productivity. The findings from this study aligned with
organizational theory since the data confirmed consumer reviews helped
identify marketing problems that affected organizational success. Consumer
reviews often cause negative effects on the efficiency and productivity of
organizations. Communication and consumers’ perceptions play a key role
in influencing corporate practice and organizational efficiency (Chess,
2001).
Monitoring social networks for consumer reviews enables businesses
to develop consumer relationships, which can enhance the business’s
reputation and value (Bruce & Solomon, 2013). Participant 4 and Participant
5 agreed there was a need to regularly monitor networks that promoted
reviews. Consumer reviews can require an immediate need to respond,
particularly when working toward preventing negative reviews from
influencing potential consumers (Participant 2). Considering the potential
effects of consumer reviews, the agencies of Participant 2 and Participant 5
offered services for monitoring social media networks for reviews.
To monitor and identify consumer reviews, Participant 5's agency
used a review monitoring tool that enabled the agency to acknowledge
positive reviewers and perform conflict resolution for negative reviews.
When a consumer writes and posts a review, the review has the possibility to
spread to a larger audience (Bacile, Hoffacker, & White, 2014). Participant 2
stated that there were services including Bazaar Voice and Yelp that helped
with monitoring consumer reviews. Business managers should use review
monitoring tools when appropriate for handling crisis management, which
can include conflict resolution for negative reviews or other tools for sharing
positive reviews (Participant 5).
Applications to Professional Practice
The findings stemmed from this study could offer marketing managers
strategies that could help better engage with consumers through the use of
consumer reviews.
Marketing managers can benefit from this study by increasing their
knowledge and effectiveness in consumer engagement and understanding of
consumer reviews. The findings of this study could provide marketing
managers with successful concepts to use when developing business
marketing strategies containing consumer reviews. Marketing managers and
consultants, particularly those within the online and advertising industry, can
benefit from research related to this study by generating marketing success,
brand awareness, and profitability for clients by providing insights for
understanding and managing consumer behavior and opinion.
The participants’ responses in this study lead to the following
recommendations for marketing managers seeking to utilize consumer
reviews to affect marketing success, brand awareness, and profitability for
their clients: (a) continually monitor and respond to consumer reviews, (b)
focus on relationship building with consumers, (c) when responding to
reviews, ensure that the message is positive, the matter is resolved, and the
customer is satisfied with the results, (d) work with business leaders to
prepare messages in advance to ensure appropriate responses, and (e) use
consumer reviews to resolve organizational issues and develop relationships.
Implications for Social Change
In alignment with disruptive innovation theory and organizational
theory, reflecting on the findings from this study can enable businesses to
identify market trends by providing insights into current methods for solving
marketing problems and improving marketing efficiency and productivity by
better comprehending and using consumer reviews. By developing
successful consumer review strategies and increasing profitability,
businesses can positively affect beneficial societal and community change
by generating more jobs, enhancing communities, and benefiting the local
economy. A vibrant economy could enhance the standard of living of
residents.
Relationships with consumers are essential for businesses that desire
to improve sales and create or maintain a positive brand reputation (Dwesar
& Rao, 2014). The findings and recommendations from this study could also
contribute to social change by identifying potential opportunities or problem
areas and help businesses and consumers build better relationships. Positive
relationships with consumers are essential for businesses that desire to
improve sales and create or maintain a positive brand reputation (Dwesar &
Rao, 2014). The findings of this study can also contribute to social change
by demonstrating the need for marketing agencies to identify and address
marketing trends and technology for improving the methods by which
consumers communicate with businesses and followers.
Recommendations for Action
The purpose of this qualitative multicase study was to explore the
strategies marketing agency managers employed to utilize consumer reviews
to generate marketing success, brand awareness, and profitability for their
clients. Business managers should concentrate on comprehending consumer
behavior processes by adequately engaging with consumers (Sargunani &
Bruce, 2015). Considering the influence of consumer reviews on business
development and profitability, marketing managers should fully comprehend
how to capitalize from feedback and reviews expressed by consumers (Cui
et al., 2012).
In situations where consumer reviews are important, marketing
managers should monitor review networks, effectively respond and resolve
consumer concerns, and prevent future problems or concerns from
occurring. Considering the potential effects of the Internet and social media,
marketing managers should develop marketing strategies that address
consumers’ expectations and needs. Also, marketing strategies should define
and evaluate methods for communicating with consumers and responding to
consumer concerns. By focusing on customer satisfaction, businesses can
enhance relationships with consumers, which positively affect brand
awareness, profitability, and marketing success.
I intend to use the findings of this research in my businesses,
including addressing the strategies for the development for my clients.
Additionally, I intend to use this data as a business consultant in developing
training materials and content relating to addressing consumers’ behaviors
and insights.
Recommendations for Further Research
Vernon-Dotson (2013) defined limitations as implied vulnerabilities
and circumstances out of the researcher’s control. The primary limitations of
this study included the population size of case participants. I had not
considered the viewpoint of the director of operations, sales manager, or
employees who are responsible for corresponding directly with consumers.
Furthermore, the geographical area was limited to the North Texas area.
Additional limitations included the data collection method of using public
records and conducting interviews with marketing managers. To address the
limitations of this study, future researchers should conduct a study on a
larger geographical area and compare the data collected from this study.
Additional research should address how businesses can have negative
reviews removed. Furthermore, I recommend conducting a quantitative
design to determine the extent to which customers with negative experiences
are likely to purchase again from the company.
The data collected for this study contribute to existing literature of
consumer related feedback and reviews in the field of marketing. While
there is literature of consumer reviews, no extensive literature exists
regarding the integration of consumer reviews in business marketing
strategies. Findings, conclusions, and recommendations from this study will
contribute to the existing literature through addressing the impact that
consumer reviews have on developing successful marketing strategies that
can help generate marketing success, brand awareness, and profitability.
Chuang, Lin, and Wu (2014), De Maeyer (2012), and Wang (2014)
conducted comparable studies concerning consumer reviews and business
development. This qualitative multiple case study provides additional
perspectives on the existing literature. Once in ProQuest, the data from this
study may likewise help other student researchers.
Reflections
I found the doctoral study process challenging in addition to exciting
and rewarding. As a business consultant, I had a previous interest in
consumers based on my beliefs and experience, which has shown that the
opinion of consumers was critical to generating marketing success, brand
awareness, and profitability. My findings from this study demonstrated the
significance of consumer perceptions and why maintaining a positive
relationship with consumers is important for businesses’ growth and
profitability.
Prior to conducting the research, my objective was to find ways in
which marketers could use the opinion of consumers to develop successful
methods for enhancing a brand’s reputation and generating revenue. I had
believed that the opinion of consumers was critical to marketing success.
After conducting the research, I concluded that consumer reviews are
important, but the reviews’ level of importance is dependent on specific
marketing objectives. Consumer reviews are most important when the
objective of the marketing strategy is to increase customer acquisition,
retention, and brand reputation.
Conclusion
The purpose of this multicase study was to explore the strategies
marketing agency managers employed to utilize consumer reviews to affect
marketing success, brand awareness, and profitability for their clients. The
study consisted of data collected from public online records and
semistructured telephone interviews with marketing agency managers. The
results stemming from the data revealed the potential importance and
relevance of integrating consumer feedback for developing successful
marketing strategies.
Thematic analysis of the collected data revealed that successful marketing
managers (a) monitored social media and review networks, (b) responded to
and resolved consumer concerns, and (c) prevented future problems or
concerns from occurring. The results of the study not only identified the
importance of consumer reviews to businesses, but also the potential
importance of using consumer reviews to build business and consumer
relationships.
