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The impact of online reviews and recommendations on consumer culture
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Orientador(es)
Resumo(s)
Consumer culture changed nowadays due to digitalization. The theoretical background of this
thesis will examine how recommendations and reviews become an important part of our daily
lives by influencing consumer choices, social norms, and the community dynamic. This thesis
focuses on the influence of online reviews and guidance on consumer culture. The purpose is
to examine the influence that online reviews and recommendations have on consumer
culture. Structured interviews were conducted with twenty consumers and ten psychologists
to collect information. A thematic analysis was made on interviews to point out the patterns
and ideas. With the results, it was identified that online reviews and recommendations have
an important impact on consumers' perceptions and the choices of their purchases.
Respondents admitted to putting a lot of trust in digital opinion and prioritizing them over
traditional sources of information. Experts in psychology came up with valuable ideas about
psychological mechanisms backing up this behavior, highlighting the importance of herd
mentality and bias. In this study, it was observed that online reviews and recommendations
highly influence consumer culture. That influences personal behaviors but also market trends.
Showing the importance of managing an online reputation with adequate strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Online reviews Culture Recommendations Impact Consumer SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals