Title: A qualitative study on understanding the trustworthiness of online reputation management

Authors: Abhisek Dutta; Pranav Ranjan

Addresses: NIIT University, Neemrana, NH-8 (New Delhi-Jaipur Highway), Rajasthan-301705, India ' PIBM, Gut No. 605/1 Lavasa Road, Tal-Mulshi, Paud Road, Pirangut, Pune, Maharashtra 412115, India

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.

Keywords: trustworthiness; online reviews; qualitative research; depth interview; trust in reviews; website product reviews.

DOI: 10.1504/IJQRS.2019.103764

International Journal of Qualitative Research in Services, 2019 Vol.3 No.2, pp.125 - 140

Received: 03 Apr 2018
Accepted: 18 Dec 2018
Published online: 27 Nov 2019 *

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