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Managing Online Product Reviews Effectively

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  • Brandes, Leif

Abstract

Integrating research from various disciplines, this article presents a systematic approach to online reputation management that consists of four steps: assessing the status quo; setting goals; evaluating possible interventions; implementing and monitoring the interventions. For each step, several activities are discussed, and a distinction is made between whether the company hosts reviews on its own website or a third-party website. Two different online review contexts are used to illustrate how the presented approach can help increase the effectiveness of management efforts while avoiding unintended negative consequences.

Suggested Citation

  • Brandes, Leif, 2024. "Managing Online Product Reviews Effectively," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(1), pages 14-21.
    • Handle: RePEc:zbw:hsgmrs:308022
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