A qualitative study on understanding the trustworthiness of online reputation management

Abstract

The paper aims at understanding the customers' mindset towards online reviews posted on the website regarding products. In-depth interview technique was used to collect data from informants to perform thematic analysis to find emerging themes. These themes helped to identify those variables which impact the trustworthiness of reviews like review search, content, saturation, reciprocity and untrustworthiness. The findings of this paper shall help practitioners in the field of digital marketing and online shopping to view into the mindset of customers, who read these reviews to arrive at purchase decisions. A better understanding of what people feel about these reviews may enable companies to identify the lacunae in reviewing activities.