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Almost three quarters (73%) of consumers indicate the retail industry needs a new set of standards with severe punishment for violations to combat fake reviews.
AUSTIN, Texas, March 5, 2020 – Bazaarvoice, Inc., the leading provider of product reviews and user-generated content (UGC) solutions, today announced the results of its newest study, exploring the role of brand trust in consumer purchasing behavior and how brands can damage that trust. The research is based on survey responses from more than 10,000 consumers from the U.S., U.K., France, Germany, and Australia. The results provide a closer look at how brand trust is built and broken, including the role of product ratings and reviews and how shoppers evaluate their authenticity.
Key U.S. findings from Bazaarvoice’s new study include:
Fake reviews can be devastating to a brand. Simply put, once shoppers suspect a company of having fake reviews, trust is in question. In an era of misinformation and fake news, brand integrity is essential to building consumer trust, which directly translates to profit, said Joe Rohrlich, CRO at Bazaarvoice.
Brands and retailers need to embrace authenticity and transparency and continuously work to combat fake reviews. Shoppers are hardwired to seek word-of-mouth, and we need to ensure they can confidently turn to ratings and reviews as trusted sources.
For more data from our survey, see our infographic.
Each month in the Bazaarvoice Network, more than a billion consumers create, view, and share authentic user-generated content including reviews, questions and answers, and social photos across more than 6,200 global brand and retailer websites. From search and discovery to purchase and advocacy, Bazaarvoice’s solutions help brands and retailers reach in-market shoppers, personalize their experiences, and give them the confidence to buy.
Founded in 2005, Bazaarvoice is headquartered in Austin, Texas, with offices in North America, Europe, Asia, and Australia. For more information, visit www.bazaarvoice.com.
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