Online consumer reviews: information adoption and engagement between social media users
Authors: Samanta, Irene 
Kaldis, Panagiotis E. 
Papageorgiou, Konstantinos 
Issue Date: 1-Jan-2022
Journal: Transnational Marketing Journal 
Volume: 10
Issue: 3
Keywords: Businesses, Consumers, Engagement, Online consumer reviews, Social media, Trust
Abstract: 
The purpose of this paper is to examine the adoption and trust of information and reviews posted on social media platforms and simultaneously to examine the engagement of social media users in correlation with Online Consumer Reviews. Consequently, this research approached the subject in a novel way by performing an analysis on each of the most popular social media platforms. Initially by investigating how users adopt information on different platforms and from different sources. While at the same time, exploring the OCRs as a motivational factor for further engagement in the social media environment. Existing literature was examined and subsequently quantitative research was performed within 2022. According to the research findings, the majority of the responders uses their smartphones to access social media. Trust in information such as comments and reviews posted on social media depends on the social platform which this content is posted on. Social media users trust information created by businesses on certain social media. Although, social media users evaluate information posted by other users on different social media such as Facebook and Instagram. Additionally, Online Consumer Reviews have the ability to enhance engagement on certain social media platforms, such as Facebook, Pinterest, and TikTok. Finally, new trends concerning OCRs manipulation were discussed. Sustaining improved levels of trustworthiness in consumer reviews proves to be increasingly crucial since new exploits are invented. The findings can help companies improve their social media marketing strategies and promptly adapt to upcoming developments.
ISSN: 20414692
20414684
DOI: 10.33182/tmj.v10i3.2288
URI: https://uniwacris.uniwa.gr/handle/3000/2092
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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