Abstract
Based on the theory of brand identity and social comparison theory, this study explores how positive comments from different reference group types affect consumers’ brand evaluation and purchasing intentions, and then this study discusses how the language style of positive online reviews can further regulate the influence of positive comments from different reference group types according to social comparison theory. The study by two scenario-based experiments found that when positive comments come from avoided groups compared to desired groups, consumers produce lower brand evaluation and willingness to buy, in which the psychological mechanism is that consumers are influenced by the avoided group and produce lower brand identity. Interestingly, the language style of positive reviews has a significant lytic effect on the effect of positive comments in the reference group. Compared with self-reinforcing language style, when avoiding the group’s self-deprecating language style, consumers will produce higher brand identity based on downward comparison, which in turn leads to higher brand evaluation and willingness to buy. This study examines the influence of reference group type on positive comment effect, and on this basis, for the first time verifies the adjustment effect of different language styles on the positive comment of the reference group, which to some extent makes up for the deficiency of the existing theory, and also gives the enterprise how to view the positive comments correctly. In the era of Internet e-commerce to make good use of the power of online review to build a good brand image, improve marketing effect provides the corresponding management inspiration.
Highlights
Many scholars and business managers believe that positive reviews can produce positive marketing effects
Based on the theory of brand identity and social comparison theory, this study explores how positive comments from different reference group types affect consumers’ brand evaluation and purchasing intentions, and this study discusses how the language style of positive online reviews can further regulate the influence of positive comments from different reference group types according to social comparison theory
The results show that when positive online reviews come from avoidant groups, consumers will have lower brand evaluation and purchase intention compared to desire groups
Summary
Many scholars and business managers believe that positive reviews can produce positive marketing effects. If the brand is spread by positive online reviews from consumers, it will greatly promote the increase of brand sales. Many merchants on online retail platforms such as Tmall, taobao and pinduoduo realize the importance of positive reviews and increase product praise in various ways, such as encouraging consumers to post “favorable comments” or offering certain cash coupons to consumers who “print photos”. What’s more, some businesses will use machine software to virtual “likes” and “praises”, and hire mercenaries to post positive product reviews disguised as brand consumers. The review mode of “praise + print” will be more convincing to consumers, because online reviews with pictures are more vivid and can have a greater impact on consumption decisions
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
