Impact of online word of mouth on consumer ratings in the digital age: an application of the social conformity theory

Electronic Word of Mouth (e WOM) referring to reviews and ratings has taken a substantial role in the consumer decisions-making process, as it has gained popularity amongst marketers and consumers, while both parties are looking for the highest rating. Numerous studies have comprehensively analysed e WOM as a purchase decision driver and ultimately its impact on sales. However, little is known about the rating drivers. Hence, this study aims to apply the theory of social conformity as a form of majority influence to wards ratings and reviews. A survey with 198participants was conducted, analysing positive and negative rating influence towards rating outcome, emotional impact and strength of conformity. Descriptive statistics and regression analyses support the theory and show that it holds especially within ambiguous situations. As informational conformity was found to have a great impact on rating outcomes and emotional perception, several strategies to target this bias on rating platforms and a different approach of rating assessments based on emotions are proposed