Asos has finally added product reviews, but how should brands handle online reviews?

So, what about overtly negative reviews? Interestingly, research suggests that bad reviews are not always damaging to a brand, and that a certain amount can actually help promote a brand as authentic and even provoke empathy.
However, the study also found that the unfair reviews did not change 43.1% of consumers’ original perception of the hotel, and over a quarter of respondents actually felt more positively about the reviewed hotel after reading them. This occurred because the feeling of injustice tends to evokes empathy, and as the research states: “This empathy, in turn, leads to positive outcomes for the reviewed company, such as increased purchase and patronage.” The study concludes that negative reviews can actually help companies just as much as if they were positive.
Another benefit of a negative review is that it offers the retailer the opportunity to respond, which can in turn build consumer trust. Again, this is particularly the case if the negative review comes amid a sea of generally positive or above average reviews.
Here’s a look at some recent research on the topic, and how brands can ensure they are handling online reviews in the right way. To learn more, you can also check out Econsultancy’s Ratings and Reviews Best Practice Guide.