Perceptions of Brand Credibility among Frequent Online Review Contributors: The Role of Review Authenticity, Information Diagnosticity, and Brand Response Transparency

Abstract

This study examined the impact of frequent online review contributors on perceived brand credibility, with particular interest on the role of review authenticity, information diagnosticity, and brand response transparency. Data was sourced through a structured questionnaire, from six digital environments [e-platforms] viz, Google Reviews, Jumia, Konga, Instagram, Facebook, and TripAdvisor.The study population for investigation isfrequentlyonline review contributors who have done six reviews and more during the twelve months preceding the survey.   200 questionnaires were sent out, at the end of the day 200 respondents turned in their responses.  Cronbach’s Alpha was used to test the reliability of the constructs and result shows consistency.  Pearson correlation analysis was utilized to examine the direction and strength of the association among the independent variables and dependent variables.  And multiple regression was used to determine the joint effects of review authenticity, information diagnosticity, and brand review transparency on brand credibility using SPSS tool.  The study findings reveal generally positive perceptions across the three constructs, review authenticity, information diagnosticity and brand response transparency. Review Authenticity, the result indicates that respondents tended on average to perceive online reviews as exhibiting a moderate to positive degree of authenticity.  Information Diagnosticity reveals the highest mean and standard deviation among the three independent variables suggesting that respondents generally considered online reviews useful for evaluating products and service alternatives.  Brand Response Transparency remained above midpoint of the 5-pointscale, demonstrating a moderate level of transparency in their response to online reviews. The study recommends, among other recommendations, for brands to strengthen mechanisms that encourage genuine customer reviews and discourage fabricated or manipulated review content.  Finally, that organization should develop transparent response practices by addressing customer concerns, explaining actions taken and communicating openly about unresolved issues.