The Implication of E-reviews on Product Marketing

Abstract Online Reviews are feedbacks made by customers who have tried or purchased the product or service which reflects their experiences, suggestions and opinions about the purchased product or service. E-reviews are highly accessible to potential and interested customers which supply proof of the product. It is a tool for business owners to improve their product, customer service and better understand their customers. This marketing plan aims to determine the implications of E-reviews to product marketing. A qualitative research method was utilized in this study to further assess the effects of E-reviews and further understand participants. An in-depth analysis was employed to determine how businesses can further enhance product marketing by the use of E-reviews. The respondents of this marketing plan are 15 participants that are Burger King consumers. The instrument used is an online interview to a focus group. Researchers have asked the participants three questions about the implication of E-reviews to product marketing. Findings revealed that E-reviews play a huge and critical role for building trust with the potential customer and influencing their purchasing decision. All participants have expressed those positive reviews boost their confidence in their purchasing decision and negative reviews increase doubts about whether they should purchase the product or not. E-reviews allow customers to verify credibility and quality while business owners on the other hand increase brand awareness, drive sales and build trust with the customers. Neutral reviews are an opportunity to understand consumer perception and refine product or service.Journal of Undergraduate Research in Business Administration (Course Final Output