Online conversations have a direct impact on consumers intent to purchase, and controlling online reviews is a vital step in assuring a company’s ‘best foot’ is put forward, however companies often ignore these research avenues for three main reasons;
They are difficult to identify
User generated content in large quantities
Controlled by third parties, thus difficult to reply to
With 82% of consumers finding reviews extremely valuable, consulting reviews prior to purchasing is a key part of any consumer research process – and may be the difference between them choosing one product, or a major competitor product.
Review forum optimization (RFO) is used by companies, large and small to ensure positive reviews are increased, negative messages are suppressed and to ensure consumer experience and flow of content is aligned with what consumers are expecting
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