Negative online reviews can impact customers' perceptions of products and their purchase intentions. While negative reviews are damaging for businesses, especially small ones, they do not always come from angry customers. Negative reviews that provide evidence and explanations can significantly affect product perceptions, but merchants can work to reduce this impact by improving products based on feedback and engaging respectfully with customers. Handled well, negative reviews can even be turned into opportunities for businesses if they address customers' concerns and perspectives respectfully.

1. The Impact of Negative Online
Reviews on Product
Perception and Purchase
Intention

2. Online Reviews
• In the age of e-commerce, every industry is involved in online sales.
• After any transaction, customers gives feedback online and such online reviews have become increasingly
important.
• They are fast, up-to-date, and available everywhere, and have become the word-of-mouth of the digital age.
• From the perspective of potential customers, these reviews are considered to be authentic, trustworthy, and helpful;
they are also influential,
• Thus, online reviews play a critical role for any industry, This is also the reason why potential customers spend so
much time reading online reviews to assist their decision making (Zhu & Zhang, 2010).
Online reviews comprise of voluntary consumer-generated evaluations of businesses, products or services by
internet-users who purchased, used, or had experience with the particular product or service.
Source: www.invespcro.com

3. Benefits
• Online reviews build trust & confidence
• In a Reviews.io study, over 83% of shoppers stated reviews is the most important factor in their buying decision-
making process
• Reviews benefit SEO
• Reviews are the number one ranking factor in Local Search Results.
• Feedback improves overall customer satisfaction
• Whether good bad, short or long, user-generated content can benefit both companies and customers by giving them
a deeper insight.
• Review stars increase CTR
• Displaying stars in Google Ads helps you stand out above your competitor

4. Types of Online Reviews

5. Negative Reviews Don't Necessary Come From Angry
Customers
• Negative reviews can be extremely damaging to a business — especially a small one.
• So it's easy to think that the people who post online reviews are doing it just to harm a targeted business. But this is not
generally true.
• Negative Online Reviews Add Credibility
• Negative Feedback Can Inspire Innovation
• Any Feedback is a Chance to Engage with Customers :- Sadak 2 ( Around 5.3 million dislike making it highest
viewed video)
• The negative review, handled well, can be a boon.
• The keys: reply in a manner that’s informed, respectful, and not defensive. Everyone makes
mistakes; sometimes all the customer wants is an apology.
• In some instances, you’ll want to tell your side of the story. It’s like turning that frown upside down
into a smile.
• With effort you can turn that negative review into a positive.

7. Negative Reviews and Product Perception
• Perception: a particular way of looking at or understanding something; an
opinion.
• Negative review on online shopping website attracts growing attentions by
both online merchants and consumers. As quality of negative review is
examined as the strongest determinant of consumer’s product perception.
• Negative review of high quality with supportive evidence and explanations
can affect the product perception massively and need to be especially
addressed by online merchants.
• Negative reviews can used to improve the product according to the
description of negative review and explanation below the negative review
may be effective strategies to reduce the negative effects. Because source
credibility significantly affects consumer’s purchase intention,

9. Negative Reviews and Purchase intention
• Purchase intention, also called customer or buyer' intent, is a
measure of each shopper's propensity to buy a product or
service. It is: The Sum total of cognitive, affective and
behavioral towards adoption, purchase, and use of the
product, services, ideas or certain behaviors.
• Negative online reviews are viewed as an important source of
information enabling online buyers to assess the quality of
commodities/services.
• An important function of reviews is to reduce the risk and uncertainty
that online buyers perceive relating to the commodity (Ye and Zhou,
2019). Therefore, negative information is more likely to receive more
attention and purchase behavior will be directly affected by the neutral
and negative online reviews.
• In psychological simulated situations, the purchase intention often as a
substitute for purchasing behavior. Thus negative online review can
affect the purchase intention which ultimately affects purchasing
decision therefore negative reviews should be handled strategically in
order to get positive results out of them.

10. Thank You…