Laima Banė

Laima Banė received a master's degree from the International Marketing and Management programme at ISM University of Management and Economics in Vilnius, Lithuania. Laima has 8+ years’ experience working in digital marketing and media, so she has deep interest in digital communication, consumer behavior and their attitudes online.

Her research aimed to answer the dual research question: what is the relative impact of various marketing signals on perceived reliability of video reviews on YouTube Search and how can these signaling effects be explained? To answer these questions mixed method design was used, where the "what" question was answered with the help of conjoint analysis and the “how” by executing personal interviews. The research demonstrated the impact of each marketing signal on perceived reliability (from the most important to the least): review shortness, number of review's views, review recency, author information, valence, writing style, first-person consumer experience. So it is recommended for creators, brands and marketers to focus on improving the most impactful marketing signals.

Product reviews play a significant role in consumer journey and the amount of reviews is consistently growing, causing consumers to tend to adopt selective processing strategies. So, clues, marketing signals, which act as shortcuts for consumers and do not require extensive systematic information processing could be used to form perceived characteristics of product review. Because of this, Laima's research project could be relevant for marketers, brands and content creators.