A study on impact of user generated content on brand avoidance in the digital world and implications for management

Abstract

The important role of buyer reviews on online purchase became lucid from secondary research and following primary research. Though there are differences in products and consumer profiles, buyer reviews remained an important source of information. In this regard, within buyer reviews, negative reviews is important. Under the current Indian scenario of information of high time constraints and high information load available before purchasing a product, the importance of negative buyer reviews becomes significant as it helps in selection via elimination. Finally, brand is introduced as a moderator in the study. Through this study we wish to understand the interaction between prior experience with a brand and negative buyer reviews. We wish to understand if brand avoidance can result without any prior experience with brand and also if positive experience with brand can overpower negative reviews.