Abstract
Online reviews can strongly influence purchase decisions. In the past decade, extensive research in the field of online reviews has focused on product categories (e.g., hedonic, utilitarian) and product sales. However, research on how the characteristics of online reviews (valence, volume, and variance) influence attitudes toward brands is sparse, even though brands are among the most valuable corporate assets and companies use online marketing extensively to increase brand loyalty. Thus, this paper offers a conceptual model that closely examines the relationship between the characteristics of online reviews and brand attitudes. The model contributes to a better understanding of the influence of contextual factors on brand attitudes within online communication. In line with prior research, the study conceptualizes volume and variance as moderators of valence. Furthermore, the proposed conceptual model integrates brand type (functional, emotional, symbolic, and lifestyle) and the source of review (stranger or acquaintance) as potential moderators. Conceptual insights, along with managerial implications for online marketing managers, are provided.
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