Exploring the Influence of Online Negative Reviews on Consumer Decision-Making: A Case Study of Honda HRV

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.