Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0019
R. Wildner, Christine M. T. Kittinger-Rosanelli, Tim Bosenik
Abstract Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal). The question is: How can we effectively measure and design interactions in this highly digital and complex environment? For quite a long time “usability” was the one and only measure on the agenda. But consumer experience goes far beyond ease of use or high functional quality. UX is a complex construct with several dimensions that are covered in GfK´s UX score.
{"title":"How Good is Your User Experience? Measuring and Designing Interactions","authors":"R. Wildner, Christine M. T. Kittinger-Rosanelli, Tim Bosenik","doi":"10.1515/gfkmir-2015-0019","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0019","url":null,"abstract":"Abstract Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal). The question is: How can we effectively measure and design interactions in this highly digital and complex environment? For quite a long time “usability” was the one and only measure on the agenda. But consumer experience goes far beyond ease of use or high functional quality. UX is a complex construct with several dimensions that are covered in GfK´s UX score.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"52 - 57"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0019","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-04-23DOI: 10.1515/gfkmir-2015-0001
K. Pauwels
Abstract Marketing accountability is essential for sustained organic growth, but the challenges to it loom large. The major steps in truly accountable marketing include defining the right results, using the right metrics and finally acting upon the collected insights. To identify the right metrics one has to start with defining the right results: What is the informed decision that needs to be made? But getting data-based answers to key questions is only half the battle. Actually acting upon it is the other half, and often companies are reluctant to change. To create momentum, marketing and finance need to pull together, and the selected metrics need to be useful to both mind-sets. Other proven ways to overcome resistance to data-based recommendations include moving to the proposed optimal allocation gradually and demonstrating the real-word gains through field experiments. When companies succeed in establishing truly accountable marketing, they improve and simplify recurring and quantifiable decisions, which leaves them more time to scan the environment for new opportunities and allows them to take smarter risks.
{"title":"Truly Accountable Marketing: The Right Metrics for the Right Results","authors":"K. Pauwels","doi":"10.1515/gfkmir-2015-0001","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0001","url":null,"abstract":"Abstract Marketing accountability is essential for sustained organic growth, but the challenges to it loom large. The major steps in truly accountable marketing include defining the right results, using the right metrics and finally acting upon the collected insights. To identify the right metrics one has to start with defining the right results: What is the informed decision that needs to be made? But getting data-based answers to key questions is only half the battle. Actually acting upon it is the other half, and often companies are reluctant to change. To create momentum, marketing and finance need to pull together, and the selected metrics need to be useful to both mind-sets. Other proven ways to overcome resistance to data-based recommendations include moving to the proposed optimal allocation gradually and demonstrating the real-word gains through field experiments. When companies succeed in establishing truly accountable marketing, they improve and simplify recurring and quantifiable decisions, which leaves them more time to scan the environment for new opportunities and allows them to take smarter risks.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"8 - 15"},"PeriodicalIF":0.0,"publicationDate":"2015-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-04-23DOI: 10.1515/gfkmir-2015-0008
R. Wildner, Guido Modenbach
Abstract The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.
与大众广告的早期相比，衡量市场成功和广告效果的方法已经相当复杂和精确，但在营销领域确定因果关系仍然是一个挑战。有这么多的影响因素，越来越多的沟通渠道可以用来解决消费者和推广自己的品牌。那么，在这种环境下，优秀的老式电视广告如何表现呢?在社交媒体时代，它已经过时了吗?是不是属于那一半不起作用的广告?如果你考虑到短期和长期的影响，答案是明确的否定。这是由Seven One Media、GfK Verein的GfK Fundamental Research和GfK TV Audience Research为确定电视广告的投资回报率(ROI)而开发的模型的计算结果。
{"title":"The Long-Term ROI of TV Advertising in a Digital World","authors":"R. Wildner, Guido Modenbach","doi":"10.1515/gfkmir-2015-0008","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0008","url":null,"abstract":"Abstract The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"54 - 60"},"PeriodicalIF":0.0,"publicationDate":"2015-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0008","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792420","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-11-01DOI: 10.2478/gfkmir-2014-0099
Axel Maireder
Abstract Many tools can be used to track down, store and comprehensively evaluate digital objects, things like how “buzz” develops and how “sentiments” are determined. This information can be used to develop a general evaluation of certain products or a schedule for releasing marketing material on these products. At the same time, the relevance of individual digital objects (e.g., tweets, blog posts and YouTube videos) and actors (e.g., individuals, media and organizations) frequently remains just as much of a mystery as the high-level networking and dynamics of the discussion do. It is the dynamics of these networks that most significantly contribute to the way that opinions are shaped on the Internet and determine whether videos go “viral” and discussions become “flame wars.” As part of the TANEP (Towards an Analytics of Networked Publics) project, the GfK Verein is funding research on methods that can bring these dynamics to visual life and, as a result, reflect the essence of the Internet as a network.The article demonstartes how information is gathered and what it can tell us.
{"title":"Follow the Connections! Finding the Big Picture of Internet Communications","authors":"Axel Maireder","doi":"10.2478/gfkmir-2014-0099","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0099","url":null,"abstract":"Abstract Many tools can be used to track down, store and comprehensively evaluate digital objects, things like how “buzz” develops and how “sentiments” are determined. This information can be used to develop a general evaluation of certain products or a schedule for releasing marketing material on these products. At the same time, the relevance of individual digital objects (e.g., tweets, blog posts and YouTube videos) and actors (e.g., individuals, media and organizations) frequently remains just as much of a mystery as the high-level networking and dynamics of the discussion do. It is the dynamics of these networks that most significantly contribute to the way that opinions are shaped on the Internet and determine whether videos go “viral” and discussions become “flame wars.” As part of the TANEP (Towards an Analytics of Networked Publics) project, the GfK Verein is funding research on methods that can bring these dynamics to visual life and, as a result, reflect the essence of the Internet as a network.The article demonstartes how information is gathered and what it can tell us.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"52 - 58"},"PeriodicalIF":0.0,"publicationDate":"2014-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208639","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-11-01DOI: 10.2478/gfkmir-2014-0097
J. Füller
Abstract Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate, going the extra mile and actually creating brands themselves. The open-source movement, for instance, has produced a series of well-known brands such as Linux, Apache and Mozilla Firefox. The outdoor hiking community OutdoorSeiten.net serves as another example. Its members are dedicated to all types of outdoor sports and created their own gear to better fit their needs. Often, community brands are not planned but evolve accidentally as byproducts of community interactions. Their value is seen not only within the community but throughout the whole industry. The ability to commonly design “ideal” products at lower expenses and without the threat of being exploited or overtaken by the next fashion wave enchants its users and fans alike.This phenomenon of engaged consumers producing their own brands places them in the same position as other producers, which is both a challenge and an opportunity for commercial companies.
{"title":"For Us and by Us: The Charm and Power of Community Brands","authors":"J. Füller","doi":"10.2478/gfkmir-2014-0097","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0097","url":null,"abstract":"Abstract Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate, going the extra mile and actually creating brands themselves. The open-source movement, for instance, has produced a series of well-known brands such as Linux, Apache and Mozilla Firefox. The outdoor hiking community OutdoorSeiten.net serves as another example. Its members are dedicated to all types of outdoor sports and created their own gear to better fit their needs. Often, community brands are not planned but evolve accidentally as byproducts of community interactions. Their value is seen not only within the community but throughout the whole industry. The ability to commonly design “ideal” products at lower expenses and without the threat of being exploited or overtaken by the next fashion wave enchants its users and fans alike.This phenomenon of engaged consumers producing their own brands places them in the same position as other producers, which is both a challenge and an opportunity for commercial companies.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"40 - 45"},"PeriodicalIF":0.0,"publicationDate":"2014-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208579","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-11-01DOI: 10.2478/gfkmir-2014-0096
Henry Jenkins
Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.
{"title":"Participatory Culture: From Co-Creating Brand Meaning to Changing the World","authors":"Henry Jenkins","doi":"10.2478/gfkmir-2014-0096","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0096","url":null,"abstract":"Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"34 - 39"},"PeriodicalIF":0.0,"publicationDate":"2014-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2478/gfkmir-2014-0096","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208539","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-05-01DOI: 10.2478/gfkmir-2014-0006
A. Hemetsberger
Abstract Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to qualify as passion brands. They need to help consumers define and express their personality, combine potentially conflicting social roles or experiment with new roles. Brand passion is lived in very different ways. Some fans invest a lot of time and money in their beloved objects; others join brand communities to collectively enjoy the brand. Others yet act as missionaries on behalf of the brand or develop their own rituals in dealing with it. Companies can encourage customers' relationships with their brands by helping consumers care for the brand and enhance or maintain it. True passion, however, also needs a pinch of magic in extraordinary and unique experiences and transformations. Creating such magical moments is the true challenge for brand management.
{"title":"There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much","authors":"A. Hemetsberger","doi":"10.2478/gfkmir-2014-0006","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0006","url":null,"abstract":"Abstract Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to qualify as passion brands. They need to help consumers define and express their personality, combine potentially conflicting social roles or experiment with new roles. Brand passion is lived in very different ways. Some fans invest a lot of time and money in their beloved objects; others join brand communities to collectively enjoy the brand. Others yet act as missionaries on behalf of the brand or develop their own rituals in dealing with it. Companies can encourage customers' relationships with their brands by helping consumers care for the brand and enhance or maintain it. True passion, however, also needs a pinch of magic in extraordinary and unique experiences and transformations. Creating such magical moments is the true challenge for brand management.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"34 - 39"},"PeriodicalIF":0.0,"publicationDate":"2014-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2478/gfkmir-2014-0006","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208469","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-05-01DOI: 10.2478/gfkmir-2014-0002
Andrea Gröppel-Klein
Abstract The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for "affect optimization": At the end of the day, they want their emotional balance to be positive. That means products, advertisements and other people - anything that can make us happy - all have a high potential for success. Hundreds of empirical studies demonstrate the importance of emotions in marketing and consumer behavior. But emotions are very diverse and can be researched from different perspectives. Methods for measuring emotions are as diverse as the various theoretical approaches. They range from verbal self-evaluation and picture-based scales to neuroscientific measures like heart rate, electrodermal reactions or regional brain response. Other popular approaches include observational methods that attempt to capture emotional facial expressions. Which method fits best needs to be decided on a case-by-case basis.
{"title":"No Motion without Emotion: Getting Started with Hard Facts on a Soft Topic","authors":"Andrea Gröppel-Klein","doi":"10.2478/gfkmir-2014-0002","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0002","url":null,"abstract":"Abstract The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for \"affect optimization\": At the end of the day, they want their emotional balance to be positive. That means products, advertisements and other people - anything that can make us happy - all have a high potential for success. Hundreds of empirical studies demonstrate the importance of emotions in marketing and consumer behavior. But emotions are very diverse and can be researched from different perspectives. Methods for measuring emotions are as diverse as the various theoretical approaches. They range from verbal self-evaluation and picture-based scales to neuroscientific measures like heart rate, electrodermal reactions or regional brain response. Other popular approaches include observational methods that attempt to capture emotional facial expressions. Which method fits best needs to be decided on a case-by-case basis.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"8 - 15"},"PeriodicalIF":0.0,"publicationDate":"2014-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2478/gfkmir-2014-0002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208412","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-05-01DOI: 10.2478/gfkmir-2014-0004
Michel Tuan Pham
Abstract Not only are subjective feelings an integral part of many judgments and decisions, they can even lead to improved decisions and better predictions. Individuals who have learned to trust their feelings performed better in economic-negotiation games than their rational-thinking opponents. But emotions are not just relevant in negotiations and decisions. They also play a decisive role in forecasting future events. Candidates who trusted their feelings made better predictions than people with less emotional confidence. Emotions contain valuable information about the world around us. This information is not as readily available in our mind as hard facts but rather lies in the background of our conscious attention. In negotiation situations like the ultimatum game, feelings provide an intuitive sense of what offer is about right and what offer is too high or too low. But feelings also summarize statistical relationships among things that, on the surface, may seem disconnected. These statistical relationships make more probable futures feel more right than less probable futures. However, researchers warn that you should not always trust your feelings. Feelings that tend to help are those based on general knowledge, not those based on easy-to-verbalize local knowledge.
{"title":"Feels Right … Go Ahead? When to Trust Your Feelings in Judgments and Decisions","authors":"Michel Tuan Pham","doi":"10.2478/gfkmir-2014-0004","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0004","url":null,"abstract":"Abstract Not only are subjective feelings an integral part of many judgments and decisions, they can even lead to improved decisions and better predictions. Individuals who have learned to trust their feelings performed better in economic-negotiation games than their rational-thinking opponents. But emotions are not just relevant in negotiations and decisions. They also play a decisive role in forecasting future events. Candidates who trusted their feelings made better predictions than people with less emotional confidence. Emotions contain valuable information about the world around us. This information is not as readily available in our mind as hard facts but rather lies in the background of our conscious attention. In negotiation situations like the ultimatum game, feelings provide an intuitive sense of what offer is about right and what offer is too high or too low. But feelings also summarize statistical relationships among things that, on the surface, may seem disconnected. These statistical relationships make more probable futures feel more right than less probable futures. However, researchers warn that you should not always trust your feelings. Feelings that tend to help are those based on general knowledge, not those based on easy-to-verbalize local knowledge.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"6 1","pages":"22 - 27"},"PeriodicalIF":0.0,"publicationDate":"2014-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208423","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2013-11-01DOI: 10.2478/gfkmir-2014-0011
Wendy W. Moe, David A. Schweidel
Abstract Online consumer reviews are a convenient, valuable pool of information for potential buyers as well as for marketers. But how reliable is this information? A closer look at the motives behind posted product reviews shows that online opinions should indeed be interpreted with care. The study results reveal that the composition of the customer base can exert a substantial influence on the posted online opinion. Due to selection bias and adjustment effects over time, the content posted may not necessarily reflect the customer base’s overall opinion of the product. Individuals were more likely to submit ratings when they were either very satisfied or not satisfied. In addition, consumers were more likely to post an opinion when the ratings already posted were more positive. Highly engaged consumers who frequently post their opinions tend to be more negative than less-engaged individuals. Even though decision-makers can gain valuable insights from the analysis of this pool of information, they should not rely on this source exclusively.
{"title":"Positive, Negative or Not at All? What Drives Consumers to Post (Accurate) Product Reviews?","authors":"Wendy W. Moe, David A. Schweidel","doi":"10.2478/gfkmir-2014-0011","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0011","url":null,"abstract":"Abstract Online consumer reviews are a convenient, valuable pool of information for potential buyers as well as for marketers. But how reliable is this information? A closer look at the motives behind posted product reviews shows that online opinions should indeed be interpreted with care. The study results reveal that the composition of the customer base can exert a substantial influence on the posted online opinion. Due to selection bias and adjustment effects over time, the content posted may not necessarily reflect the customer base’s overall opinion of the product. Individuals were more likely to submit ratings when they were either very satisfied or not satisfied. In addition, consumers were more likely to post an opinion when the ratings already posted were more positive. Highly engaged consumers who frequently post their opinions tend to be more negative than less-engaged individuals. Even though decision-makers can gain valuable insights from the analysis of this pool of information, they should not rely on this source exclusively.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"5 1","pages":"8 - 12"},"PeriodicalIF":0.0,"publicationDate":"2013-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2478/gfkmir-2014-0011","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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