Rita, Paulo Miguel Rasquinho FerreiraOliveira, Pedro Miguel Garcia deSilva, Maria Inês Martins2025-02-142025-02-142025-02-11http://hdl.handle.net/10362/179012Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceOnline consumer reviews (OCRs) have become an important milestone in the consumer decision-making process, profoundly shaping brand perceptions. The purpose of this research is to investigate the effects of OCRs on brand image, emphasizing the influence of negative online reviews on brand image through consumers' attitudes and the perceived helpfulness of reviews, as well as the influence of review valence and type of information (utilitarian or hedonic) for the Portuguese population. It was employed a questionnaire with four scenarios, and data analysis was conducted using the bootstrapping technique and multigroup analysis in SmartPLS 4. The findings reveal that both positive and negative OCRs significantly impact brand image, with negative reviews exerting a stronger influence. Negative reviews, particularly those featuring utilitarian information, are perceived as more helpful and impactful on brand image. Additionally, positive consumer attitudes towards OCRs enhance brand image, while the quality and perceived enjoyment of OCRs further contribute to their perceived helpfulness. By highlighting the importance of review valence and content type in shaping brand image, this study provides valuable insights into how the valence of reviews and the type of information influence the perceived helpfulness of OCRs and their subsequent impact on brand image, important for businesses seeking to manage their online reputation as well as to influence consumer perceptions and build stronger brand-consumer relationship.engNegative Online ReviewsBrand ImageOnline Consumer ReviewsReview ValenceUtilitarian informationHedonic informationSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis203922026