The effect of over-reviewing on consumer perception and brand image at the Mercure Hotel Bandung
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Abstract
This study aims to examine the effect of over-reviewing on consumer perception and brand image at Mercure Hotel Bandung. Over-reviewing is defined as a form of electronic word-of-mouth (e-WOM) characterized by excessive, disproportionate, or extreme reviews that may influence consumers’ evaluations of a service. This research employed a quantitative approach using questionnaire-based data collected from respondents who had experience with hotel services and exposure to online reviews. The data were analyzed using validity and reliability testing as well as regression analysis to examine the relationships among variables. The findings indicate that over-reviewing has a significant influence on both consumer perception and brand image. The results suggest that consumer perception is more responsive to online review content, while brand image tends to develop more gradually through cumulative consumer experiences and information exposure. Furthermore, excessive online reviews play an important role in shaping initial consumer judgments and influencing the overall image of a hotel brand. The study highlights the importance of effective online review management as part of a hotel’s digital reputation strategy. These findings provide practical insights for hotel managers in understanding the impact of online reviews on consumer behavior in the digital era.
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