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Online Reputation Management: Customer Experience and Its Influence on Decision Making about the Purchase

Student: Shilova Daria

Supervisor: Olga Solovyeva

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2020

The key role of online reputation management for companies is not in doubt in the academic literature and among digital professionals. However, the influence of ORM tools on users in the decision-making process about purchase has not been fully studied. The study was conducted using online survey method and a factor experiment. The experiment was conducted to determine the impact of the sites relevance and positive reviews in the search results on user perception. The sample included 168 people aged 18 to 45, who shop online. Regression, analysis of variance and correlation analysis were used to process the data. Based on the results, the role of reputation management tools in the modern consumer journey was determined. SERM, SMM and SEO ORM have a positive effect on the intention of users in the decision-making process about purchase. Also, new data about fake comments and their impact on the likelihood of a purchase was obtained.

Full text (added May 21, 2020)

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