Positive vs. Negative Buzz

Consumers tend to find positive information about a product more credible than negative information. A survey performed in August 2010 by Keller Fay Group found that 66% of internet users thought positive brand information was believable as compared to 48% for negative brand information. While a more recent poll showed that negative buzz is gaining more influence on purchasing decisions among internet users, positive buzz is still more likely to affect purchasing decisions.

This finding illustrates the importance of managing brand messages and chatter online. It suggests that as long as a brand or product has significant positive reviews associated with it, then negative reviews will have less of an influence on the purchasing decision.

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