Reading up on the different topics that were being discussed have indeed exposed me to a wide array of ethical issues on social media. One thing which I was taken aback was deceptive reviews made by individuals such as influencers. From what I perceived as, blogger endorsement is merely a contemporary way of advertising/marketing whereby renowned folks are equipped with goods/services and summoned to communicate evident reviews about it.
Now, after leafing through all the horrifying discussions about deceptive reviews, I’m skeptical of what’s happening behind the “Reviews”. Are the reviews written by bloggers authentic and credible or did the organization instigate them to pen the reviews in a positive light to boost sales?
Well, the truth is out – According to Shannon‘s post, well known gush cloud have been instructing their bloggers to fake advertisement on their social media platform. Now that, the truth about their practices are revealed, their reputation and efforts in building the company have gone down to drain. Even though, they made a public explanation denying their action, will consumers still trust their words?
Research has shown that individuals are getting reliant on reviews to determine their purchase decision which indirectly provide organization an opportunity to influence consumers’ thoughts using reviews.
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Therefore, organization shouldn’t cheat their customers!!
Clinton has stated a valid point in this post regarding paid reviews and I totally agree with him. In this digital era, it’s definitely essential to use social media as a marketing tool to reach out to the masses. However, organizations should not try and attract customers using dubious alternatives such as instigating bloggers to provide fake reviews. This will only breach the trust of consumers as they will personally experience the services put up, and if it doesn’t match to their positive reviews, it will in turn cause an adverse effect on their credibility.
This bring to my next point – Do companies know that word of mouth is the most powerful tool of advertising?
Organization harbor the thought that by employing influencer to write positive reviews about them will aid in increasing customer base. However, they neglect the fact that satisfied customers will convey their positive experiences to a few and discontented customers will escalate negativity to a crowd. Instead of using fake reviews to attract customers, organizations should uphold their credibility and quality of services rendered which will help generate positive word of mouth and attract more potential customers. Read an article on how word of mouth advertising have helped to boost the organization’s reputation.
The different examples about fake online reviews have incited me to research more about it and I conclude that we shouldn’t place 100% trust in online reviews. For all the people out there who are basing their purchasing decisions on online reviews, please read this article. Reading up on online reviews may not be a negative thing, but individuals should take extra precaution to ensure that the reviews are legitimate. Tips on how to do it! 🙂
Link to comment:
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Desta, Yohana. ‘How To Spot A Fake Online Review’. Mashable. N.p., 2014. Web. 10 Nov. 2015. Available: http://mashable.com/2014/05/29/fake-online-reviews-tips/#sVUpOX4Mmkq6