Brand reputation management should be a significant part of the firm’s marketing strategy due to the large impact negative reviews have on previous marketing efforts. When potential consumers go online to discover more about an organization or item, learning about bad reviews very often pushes them to a competitor. When no such information is available from authentic consumers, consumers tend to avoid risks and don’t complete their transactions. “Bad feedback shouldn’t go unobserved, as it can allow brands to discover more about their limitations and increase the quality of their everyday operations,” claims a spokesperson for ICMediaDirect.

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