Importância da avaliação subjetiva da percepção dos usuários em estratégias de crowdvoting

Abstract

The main objective of this study is to analyze the impacts of the crowdvoting strategy in marketplaces from the understanding of its influence on the client/user perception about the content generated by their peers, their behavior towards different cultures when comparing the American and Brazilian scenario, and thus evaluate the effectiveness of the use of objective scoring versus the subjective perception of user-generated content management. To this end, this study aims to test whether crowdvoting increases user engagement and loyalty to a marketplace, whether subjective consumer perception does not follow the direction of the objective score (score 1 to 5) and whether in globalized environments the effects crowdvoting remains independent of the geographic location of its consumers. The differential of this study is the application of sentiment analysis techniques conducted through machine learning techniques on the content generated by users of these networks. We analyzed user sentiment in 94,595 reviews and compared them with the Review Score for three North American companies and one Brazilian company. As for the findings, we identified an essential detachment of the user's perception in their subjective criticism of the objective note, which may lead to distortions in the application of strategies and the wear and tear of the relationship between company and customer. The analyzes also indicate that the behavior of the crowdvoting strategy acts analogously in both countries and that the use of this strategy represents advantages for brand strengthening, consumer decision making, and, consequently, product performance