Webbrecensioner : En kvalitativ undersökning om hur företag upplever webbrecensioner och vad det har för påverkan på företagsvarumärke

Sammanfattning: In correlation with increasing increasingly relevant. digitization , the dialogue about web reviews has become, which has increased Consumers tend to use web reviews to a large extent the relevance of the subject from the companies' perspective. As a result, power is transferred from a company to an outside player, which can lead to consequences for the corporate brand. For this reason, the purpose of this study has been to examine organizations' assessment of the consequences of web reviews and their impact on the corporate brand. The theoretical fr amework for the study is based on four different theories and previous research relation to the current study. The four theories are composed of in close ABC model for attitudes, Electronic word of mouth, Corporate Branding and Trust. Previous research has studied the effect of web reviews on purchasing decisions and focused on the consumer's perspective, the current study, on the other hand, should highlight organizations' assessment of the consequences of web reviews and their impact on the corporate brand. The study is based on a qualitative research method with semistructured interviews as an approach. The empirical is based on informational sources from ten different data companies that were collected and analyzed in order to reach a conclusion. Finally, the study shows that confidence in web reviews from a business perspective is not very high. Furthermore, it is stated that the organizations view web reviews as both a development opportunity and a threat. The companies also agree that web reviews have an impact on their brand to varying degrees, and the assessment is also that newer companies are the ones that are most affected. On the other hand, all companies agreed that there are several factors that play a role in building a corporate brand, and that web reviews are part of it.