Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments August 8, 2023 erstellt
Beschreibung:
: This research paper delves into the intricate relationship between social media reviews and consumers' perceptions of brands through a quantitative lens. In an era dominated by digital interactions, the influence of online reviews on brand equity has become a paramount concern for marketers. Leveraging a cross-sectional design and employing statistical analysis, this study examines the extent to which social media reviews shape consumers' perceptions of brands across diverse industries. Through data collected from multiple social media platforms and utilizing advanced regression techniques, the study unveils a significant positive association between favorable social media reviews and enhanced brand perception. Furthermore, the findings elucidate the varying impact of different review characteristics, such as sentiment, volume, and valence, on consumers' cognitive and emotional assessments of brands. These results offer valuable insights for marketing practitioners seeking to harness the power of social media in shaping brand perception. By contributing to the growing body of literature on the intersection of online communication and consumer psychology, this research underscores the pivotal role of social media reviews in molding contemporary brand images and provides a foundation for future studies exploring nuanced dimensions of this dynamic relationship