Signaling Brand Reputation: The Role of Consumer Reviews, Corporate Response, and Trusts in Undifferentiated Service Setting
DOI:
https://doi.org/10.59413/ajocs/v7.i2.17Keywords:
online review, brand reputation, trust, corporate response, review credenceAbstract
As social media platforms introduce new features—such as comment sections, embedded advertising, revenue sharing (e.g., Twitter), and virtual currencies like Gold Coins (Facebook)—more people are turning to these platforms to share their experiences with brands. This shift has led to a surge in online reviews. Drawing on signaling theory and the elaboration likelihood model, this study examines the effect of online reviews based on review quantity, consistency, quality, trust, and corporate response on brand reputation. Using data collected from 129 customers in an undifferentiated service setting. These customers follow the brand on Twitter and have posted or read online reviews related to this brand. The data was analyzed using multiple regression via SPSS. The results showed positive and significant effects for review credibility, trust, and corporate response on brand reputation. The study concludes that while review volume and consistency may have limited direct effects, trust and proactive customer engagement play a crucial role in shaping consumer perceptions. Brands looking to strengthen their reputation should prioritize trust-building efforts and responsive customer service.
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