Abstract:
This research focuses on the impact of negative reviews on consumer decision making by
using the case study of Honda HR-V in Pakistan. The objective of this study is to explore
whether negative reviews effect the brand reputation, trust and sales of their product in the
automotive industry. By collecting and analyzing data from online review platforms and
those individual online consumers who want to buy Honda by visiting these review
platforms, the study illustrates the extent to which negative reviews have impact on the
brand of Honda. The data is analyzed with available secondary research data of Honda in
Pakistan and I find results that negative reviews also can turn off the potential buyers but
moderated by many factors like credibility of the reviewer, the overall balance of positive
and negative reviews and the specification of the reviews. Furthermore, the study identifies
strategies used by the Author and other auto brand's team to prevent any damage from a
negative review, such as smart customer service and proper communication, getting
positive reviews to mitigate negativity etc. which will help reader in the automotive
industry to make the right business decision. The research contributes on further studies
related to the impact of digital word of mouth
