Markting online review presentation from Amsteradm University

marketing presentation on Green Deal

1. Marketing presentation
Group 1.12
2020

The persuasive
impact of
purchase
mistakes in
online reviews

2. TABLE OF CONTENTS
02
05
03
06
Main conclusions and
implications
Discussion with the class
Introduction to the research
01
Real-life relevance
04
Method used and key results
Future research

3. Introduction
into the
research 01

4. Importance of
online reviews
Research
question
Key
hypothesis
Goal of this research

5. Method used
and key results 02

6. Method - 5 complementary studies
STUDY 2
Robustness check of study 1
STUDY 3
Replication of study 1 and 2 but
introducing product categories
STUDY 5
Impact of real
reviews on a real
website
STUDY 4
Introducing a more naturalistic
set of conditions
STUDY 1
Acceptance of the
mistaken reviewer

7. Key Results
STUDY 2
Robustness check of
study 1

STUDY 3
Conceptual replication of the
previous two studies
STUDY 5
Evidence of real life
impact and a full
analysis
STUDY 4
Even in a minority presence,
mistakes are persuasive
STUDY 1
Persuasive power of
mistakes. Expertise
gained through making
mistakes

8. Main
conclusions
and
implications
03

9. Across the 5 studies/experiments performed, the authors have found that consumers are
more likely to purchase a product if it is recommended by a reviewer who has VS who
has not made a prior purchase mistake. This persuasive advantage emerges because
customers perceive reviewers who admit a purchase mistake as having more expertise
than even reviewers whose purchase has not been marred by a mistake. As a result, in
marketeers attemptents to icnrese the persuasive influence of reviews, they must now
focus their efforts on the outcome and conclusion of this research.

10. Real life
relevance 04

11. Example - Amazon
A rare case of a top
review being one with a
mistaken reviewer
On Amazon most top
rated reviews are
negative
Mistaken
reviewer
Negative
reviewer

12. Future
research
05

13. Future research recommendations
Research into the
factors that affect the
expertise attribution
Research into the
perception of
mistakes
Research into the
influence of purchase
decisions made by
friends and family

14. Discussion 06
Mentimeter : see lecture chat
Other questions?

15. Thanks
◂A. Malik
◂T. Doggenaar
◂H. Hocquet
◂Y. Ruijmgaard
◂N. Windrich

17. CONCEPTS

18. Importance of
online reviews
Research
question
Key
hypothesis
Goal of this research

19. Importance of online
reviews
Often used, but little is actually
known about the precise impact of
them. How are reviews, particularly
about mentioning mistakes or
successes, influencing other
customers.
Research Question
Does a purchase mistake,
specifically, as admitted by the
mistaken purchaser, alter the
willingness of other potential
purchasers to heed the advice of
this mistaken purchaser?
Key Hypothesis
Consumers are more likely to
purchase a product recommended
by reviewers who admit to having
made a previous purchase mistake
vs reviewers who mention having
made a successful previous
purchase
Goal
This research, or more precisely, the outcome of this research provides important practical
insight into the inputs underlying consumers’ decisions about whether to purchase reviewed
products, while also making several theoretical contributions. All in all, we are trying to find
out, for marketeers for example, what online reviews do and how we can use them in our
advantage.

20. Key Results

-Real life evidence
-Full analysis

-Persuasive power of
mistakes
-Expertise gained
through mistakes

-Robustness check of
study 1
-Perception of a
reviewer who admits
mistakes

-Even in a minority
presence, mistakes are
still very persuasive.

-Conceptual replication
of the previous studies
05
01
02 03
04

21. Real-life
relevance 04

22. 06 Discussion
Mentimeter : ...

23. AUDIENCE DEMOGRAPHICS
60% 40%
INTERESTS
AGEGENDER
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change the data and replace it

24. WHAT SETS
US APART?
Here you could state one of your qualities
Here you could state one of your qualities
Here you could state one of your qualities
Here you could state one of your qualities

25. TOP SOCIAL NETWORKING SITES
90%70% 40%

26. MISSION
Mercury is the closest planet to the Sun and
the smallest one in the Solar System—it’s
only a bit larger than our Moon. The planet’s
name has nothing to do with the liquid metal
since it was named after the Roman
messenger god, Mercury
Venus has a beautiful name and is the
second planet from the Sun. It’s terribly
hot—even hotter than Mercury—and its
atmosphere is extremely poisonous. It’s the
second-brightest natural object in the night
sky after the Moon
VISION
26
GUIDING PRINCIPLES

27. KPI OVERVIEW
TOTAL LEADS SALES-READY LEADS
NEW CUSTOMERS NEW REVENUE
5,408
Leads this month
408
Sales-ready leads this month
408
New customers this month
$50,408
New revenue this month

28. WHAT PLATFORMS ARE WE GOING TO USE?
Mercury is the smallest
planet in our Solar
System
GOOGLE+
2010-2019
Venus has a beautiful
name and is the second
planet from the Sun
Despite being red, Mars
is a cold place, not hot.
It’s full of iron oxide dust
YOUTUBE
2010-2019
INSTAGRAM
2010-2019

29. ANALYZING THE COMPETITION
MERCURY
Mercury is the closest planet
to the Sun
MARS
Despite being red, Mars is a cold
place, not hot
NEPTUNE
Neptune is the farthest
planet from the Sun

30. CALENDAR
DAY 1
DAY 2
DAY 3
DAY 4
Mercury is the closest
planet to the Sun Despite being red, Mars is a
cold place
Venus has a beautiful
name, but it’s terribly hot
Jupiter is the biggest
planet in our Solar System

31. CONTENT SHARING PLAN
ON PUBLISH
SAME DAY AS POST
DAY AFTER POST
WEEK AFTER POST
MONTH AFTER POST
CUSTOM DATE

32. OUR AREAS OF EXPERTISE
VENUS
Venus has a beautiful name, but it’s terribly
hot, even hotter than Mercury

MERCURY
Mercury is the closest
planet to the Sun
NEPTUNE
Neptune is the farthest
planet from the Sun

33. GOALS
JUPITER
It’s a gas giant and the biggest
planet in our Solar System
VENUS
Venus has a beautiful name, but it’s
terribly hot, even hotter than Mercury

MERCURY
Mercury is the closest planet
to the Sun
MARS
Despite being red, Mars is a cold
place, not hot
NEPTUNE
Neptune is the farthest
planet from the Sun

34. KPI OVERVIEW
5,408
Followers
5,408
Followers
5,608
Views
608
Followers
5,608
Likes
5,608
Followers
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and replace it