What Do Consumers Believe More Company Advertising Or Online Review

Question: What Do Consumers Believe More Company Advertising Or Online Review? Answer: Introduction: Luo and de Jong (2012) advertisement and online promotion both are equally effective for influencing the customers purchasing behavior. People belonging to different geographical market tend to show their interest in using a specific product by viewing various promotional activities among which the impact of advertisement is most prominent. This particular study has provided in-depth overview about the importance of online review and company advertisement for gaining customers trust and reputation. Numerous eminent scholars have their argumentative point of views on the effectiveness of company advertising and online review for business promotion. Some of the eminent scholars have opined that online review is more effective and convincing for the customers. Online review is another form of customers feedback. After using a particular product as well as service, the consumers tend to show their own opinion regarding the reliability of products. Therefore, company does not have enough interference in online reviews. Target customers get an in-depth overview about the product potentiality after getting a response from the product users, be it positive or negative. On the other hand, some of the eminent scholars have commented that before using a product customers need to have an overall concept about product potentiality. Advertisement is the form of gaining knowledge about this particular products and services. Analysis of the discussion: Company advertisement on consumer behavior With the dynamic change of business progress the needs and demands of the customers are changing gradually. People belonging to different geographical markets are not aware of the products and its reliability. Advertisement with the help of electronic media as well as online media are one of the most effective tools with the help of which people belonging to different geographical boundaries can get an in-depth knowledge and information about the product ingredients. Schudson (2013) stated that in order to place the product in international market the role of online media advertising is undeniable. People belonging to different geographical boundaries by sitting at their drawing room can get necessary information about the brand and its services. Therefore, advertising is the most effective tool based on which people belonging to different cultures and religious backgrounds can be impressed equally towards the business services. As per the point of view of Gal-Or, Geylani and Yildiri m (2012), online review is not reliable all the time as most of the competitors tend to provide innumerable negative feedback regarding the products and services in order to demolish the brand identity and image. In the era of advanced technology people are enough concerned about this kind of rumor or propaganda. Online review on consumers buying behavior As emphasized by Cantallops and Salvi (2014) online review is more authentic than advertisement as customers after purchasing the products and services tend to provide an opinion. While making an online review companies do not get enough scope to promote their business. The business experts have to accept the opinions that come from the online reviewer. As online review is highly dependent on the customers feedback, the viewers can collect authentic data about the product image. As opined by Cantallops and Salvi (2014), among 100% customers 90% customers tend to have a faith on online review as much as personal recommendation. A concept has been created that in online reviews business organizations get least opportunities to use their rhetorical words as well as business concepts so that customers can easily trust on the products as well as services. Effective comparative analysis Numerous conspicuous scholars have been involved in this particular issue. King, Racherla and Bush (2014) stated that after the emergence of online review large number of target customers have showed their intense reluctance in having a faith on advertisement be it digital or electrical. They tend to rely on the customers feedback that they get from online reviews. Gal-Or et al. (2012) has differed the point of view of previous scholar. As per the opinion of this specific scholar, it is undeniable that emergence of online review has reduced the demand of advertising from market. At the same time, customers are also aware of the fact of rumor and competitors market strategy. Moonsamy, Alazab and Batten (2012) commented that large number of competitors intends to provide negative review about the product or the services in order to affect the brand image. It can be considered as one of the most effective competitors market strategy. On the other hand, advertising is a kind of visual tr eat for every target customers based on which they get influenced in purchasing a particular product or services. Conclusion: Based on the above argumentative evaluation it can be considered that both advertising and online review are the effective methods of brand promotion. Different scholars from their own perspectives have provided several opinions regarding its values and importance. After evaluating the entire argument, it can be concluded that both the two methods like online review as well as advertising are equally important for a business organization for promoting their brands and services. On one hand, advertisement can help the target customers to get an in-depth overview about the positive aspects of a particular product. As a result, they can get the scope to make a comparative analysis with other similar kinds of brands before purchasing it. Therefore, people belonging to different geographical markets can get an overview about the brand through advertisement. On the other hand, online review is that systematic method with the help of which customers can gain practical experience. As a resul t, consumers purchasing behavior is highly influenced. This particular method can also been considered under business promotion where the company does not have direct interference. Therefore, both the two concepts of business promotion are equally important for an organization in order to enhance their sales volume growth. At the same time, both advertising and online review helps to gain brand identity and image. Especially online review is highly effective for introducing the brand in the international market. References Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels.International Journal of Hospitality Management,36, pp.41-51. Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels.International Journal of Hospitality Management,36, pp.41-51. Fotis, J., Buhalis, D. and Rossides, N., 2012.Social media use and impact during the holiday travel planning process(pp. 13-24). Springer-Verlag. Gal-Or, E., Geylani, T. and Yildirim, T.P., 2012. The impact of advertising on media bias.Journal of Marketing Research,49(1), pp.92-99. 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