With almost 4 in 10 digital consumers saying that customer reviews influence their online purchasing decisions, gaining positive advocates is an absolute must for brands. With the festive shopping season now in full-swing, how can brands encourage the 44% who regularly write reviews to be positive when doing so?

Above all, it’s high-quality products that have a decisive impact on whether Online Reviewers promote a brand online. But there’s also almost 40% who would do so out of simple love for the brand – a sentiment that is especially strong for those in North America and the Middle East & Africa.

There are some direct steps that brands can take to encourage this advocacy. Over 40% say that they would promote a brand if rewards were on offer, while a fifth would do so in exchange for exclusive content. Brands which focus on providing excellent customer service can also hope to benefit in this area, with this being the third most important motivator.



Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.