Negative reviews can adversely impact prior marketing efforts and hence reputation management should be integrated into a brand’s marketing strategy. “Bad feedback shouldn’t be disregarded, as it can facilitate brands to discover more about their shortcomings and can therefore, enhance the quality of their everyday operations,” remarked a spokesperson of ICMediaDirect. When future consumers go online to determine more about a business or item, coming across bad reviews very often deflects them to a competitor. Moreover, when no such reviews are available from reliable consumers, consumers tend to drop their transactions to avoid risks.
Online Reputation Management Journal