The Power of Positive Online Reviews: How do positive online reviews build brand loyalty?

Andersen, Emma Arensbach ; El-Sayed, Jasmin

4. Semester

Economics and Business Administration (Marketing and Sales), Master

2024

2024-06-02

73 pages

This research project aims to investigate the intriguing role that positive online reviews play in foster-ing brand loyalty within the context of the e-commerce landscape, with a specific emphasis on SHEIN as a case study. In contemporary e-commerce, online reviews have emerged as an essential component for the interaction between customers and the perception of brands. Reviews not only serve as an es-sential mechanism for providing feedback, but they also have a significant impact on consumers' pur-chasing decisions, help shape the narratives associated with brands, and foster a sense of community and trust among customers overall. After conducting a comprehensive review of the existing literature, we identified gaps in the research that had been conducted previously and made an effort to develop a framework that sheds light on how positive reviews contribute to the formation of brand loyalty. Our objective is to shed light on a significant yet relatively unexplored aspect of the world of e-commerce by analyzing and addressing these literary gaps. This project aims to understand how customers react to positive reviews and how this interaction influences their attachment to a particular brand, such as SHEIN. For businesses that engage in e-commerce, having this knowledge is essential because it can assist them in better comprehending and improving their relationships with customers. By gaining this un-derstanding, we can provide concrete recommendations and insights that will assist businesses in-volved in e-commerce in strengthening their brand loyalty and, as a result, their competitiveness in the relevant market. We aim to contribute to a more nuanced understanding of consumer behavior in the digital age by analyzing and comprehending the underlying mechanisms responsible for positive re-views. This will allow businesses to use more effective strategic planning and brand building.

This research project aims to investigate the intriguing role that positive online reviews play in foster-ing brand loyalty within the context of the e-commerce landscape, with a specific emphasis on SHEIN as a case study. In contemporary e-commerce, online reviews have emerged as an essential component for the interaction between customers and the perception of brands. Reviews not only serve as an es-sential mechanism for providing feedback, but they also have a significant impact on consumers' pur-chasing decisions, help shape the narratives associated with brands, and foster a sense of community and trust among customers overall. After conducting a comprehensive review of the existing literature, we identified gaps in the research that had been conducted previously and made an effort to develop a framework that sheds light on how positive reviews contribute to the formation of brand loyalty. Our objective is to shed light on a significant yet relatively unexplored aspect of the world of e-commerce by analyzing and addressing these literary gaps. This project aims to understand how customers react to positive reviews and how this interaction influences their attachment to a particular brand, such as SHEIN. For businesses that engage in e-commerce, having this knowledge is essential because it can assist them in better comprehending and improving their relationships with customers. By gaining this un-derstanding, we can provide concrete recommendations and insights that will assist businesses in-volved in e-commerce in strengthening their brand loyalty and, as a result, their competitiveness in the relevant market. We aim to contribute to a more nuanced understanding of consumer behavior in the digital age by analyzing and comprehending the underlying mechanisms responsible for positive re-views. This will allow businesses to use more effective strategic planning and brand building.

Online Reviews ; Brand Loyalty ; Purchasing Behavior ; Consumer Trust ; Brand Recognition ; E-commerce

Download
View record in AAU Student Projects