Star Power: Study Calculates the Dollar Value of Online Reviews Adrienne LaFrance, The Atlantic Apr
Published on May 1, 2014
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Corporate messaging matters, but word of mouth rules.
We don’t trust brands. We trust people. It’s always been this way. And yet the Internet has changed the way we find and respond to other people’s opinions about the products they buy.
Word of mouth has become a business of its own. Brand-consumer interactions play out publicly, and reviews are everywhere. We’re not just recommending restaurants anymore; we’re advising one another on which city bus is the cleanest and which dog park has the least poop in it.
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We know that online reviews matter because people use them to make decisions. Businesses routinely ask customers to “like” them on Facebook, or leave positive feedback on sites like Yelp. And, obviously, blistering reviews are ubiquitous. (Ask me about that time a former employer put me up at Hotel Pennsylvania when I first moved to New York.)
But how exactly does all of this chatter affect the bottom line for the business being praised or picked apart?
A new study by social analytics firm ShareThis and the Paley Center for Media quantified exactly how much more people were willing to pay for products — iPads, cars, various ingredients for recipes, and so on — based on reviews they encountered in person and online.
SEE LINK FOR MORE....
https://www.yahoo.com/tech/why-your-enthusiastic-tweet-could-be-worth-over-20-to-84290598544.html
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