Automotive reviews the main source of loyalty related comments

Automotive reviews the main source of loyalty related comments

88% of automotive loyalty buzz from consumers is located in reviews, far outweighing other sources such as forums (6%) and comments on editorial sites (6%). Furthermore, review-based loyalty comments tend to be more positive than those on other sites (77% positive vs. 67% average on other sites). Given the importance that prospective purchasers place on reviews from other consumers (as seen in other studies here and here), automotive brands could adopt a strategy of sharing these reviews on owned social platforms (such as Facebook and Twitter) in order to amplify their positivity. We have previously investigated how this has been a successful strategy in other categories.

To better understand how consumers express loyalty to automotive brands, WaveMetrix analysts have read and coded automotive discussion. Comments have been coded as "loyalty" when consumers specifically say they will or will not purchase again, having owned or experienced an brand.
 
In the coming weeks, we will explore different aspects of these loyalty comments, examining which topics drive loyalty as well as identifying brands which receiving most praise. We'll also look at factors which drive negative loyalty buzz (defection).
 
Our first piece of analysis looks at the sources of this discussion outside of brands control (such as Facebook and Twitter) in order to understand what are the most important sources of loyalty comments.
 
Consumer reviews are the main source of loyalty discussion:
 
Automotive loyalty: % buzz by source
 
 
 
  • Consumer reviews contribute to 88% of loyalty discussion: consumers say how their overall experiences impact on their intent to remain loyal to the brand. Our previous research and the surveys of others have shown that reviews can have an important influence on purchase decisions, showing that it is important for brands to encourage consumers to display their loyalty in reviews
     
  • Forums and comments on professional reviews less frequently contain consumers discussing their loyalty or desire to defect: both sources drive 6% of loyalty discussion, suggesting they are not as important as reviews for loyalty discussion  
 
Reviews are also more likely to contain positive statements of loyalty than forums and editorial comments:
 
Automotive loyalty: % loyalty and defection buzz by source
 
 
  • Reviews contain more positive loyalty statements than other sources: 77% of reviews containing loyalty statements are positive, a much higher proportion than in forums and comments on professional reviews. By encouraging sharing of these reviews, brands can increase the reach of these loyalty statements to a wider community, including potential owners and converts. We have seen this technique succeed in other industries when brands share positive reviews on their social communities

Our next article will analyse the factors that drive loyalty discussion.

To better understand how WaveMetrix social insight could benefit you, contact us at info@wavemetrix.com

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