Online Reviews in Romania: Motivations, Perceptions, and the Impact of the J-Shaped Distribution on Consumer Behavior
Year: 2025
Type: article
Abstract: Online reviews are an important and powerful element of digital marketing, influencing consumer decisions and the reputation of products and services.This study analyzes the behavior of Romanian consumers in writing online reviews, with a particular focus on the "J shaped distribution", characterized by the preponderance of extreme ratings (5 stars or 1 star) and a limited representation of moderate reviews (2, 3 or 4 stars ).The results provide valuable insights into the motivations and preferences of Romanian consumers, contributing to a deeper understanding of the dynamics of online reviews.The study also highlights the role of moderated reviews in strengthening consumer trust and supporting informed decision-making.These conclusions address both the academic literature and digital marketing professionals, providing practical directions for effectively managing online reviews and increasing consumer engagement.
Institution: Bucharest University of Economic Studies
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408371482