Impact of Social Media Reviews on Consumer Trust, Involvement, and Retail Sales
The article describes the impact of social media reviews on brand trust, consumer involvement and retail sales. The article also outlines the factors affecting customer confidence in reviews, presents a conceptual model for managing reviews in social media. The originality of the author’s approach is in describing influence of reviews on sales directly and also through social media consumer involvement. Also the author proposes to generate reviews by buying them and by motivating consumers to make them. Information obtained in this analysis will allow retail chain shop marketing managers to increase efficiency of brand promotion in social media using reviews.