IGNOU MNM 25 2026 - Online consumer reviews and social media conversations play a decisive

Question

Online consumer reviews and social media conversations play a decisive role in shaping brand perception today.

(Relevant Units: Unit 3 - Brand Equity; Unit 6 - Social Media & Branding)

06 Jan 2026

Answer :

Word Count : 537

In the contemporary digital environment, online consumer reviews and social media conversations significantly influence how brands are perceived, evaluated, and remembered. A prominent example of this phenomenon is the Indian ed-tech brand Byju’s, which has faced sustained negative online reviews and social media backlash in recent times. These conversations have had a direct impact on the brand’s equity and its online brand positioning, demonstrating how digital discourse can reshape brand meaning in the minds of consumers. Byju’s initially built strong brand equity through aggressive digital marketing, celebrity endorsements, and a promise of personalized, high-quality education. Positive word-of-mouth, high app ratings, and social media storytelling positioned the brand as innovative, aspirational, and trustworthy. However, as negative reviews began surfacing on platforms such as Google Play Store, Twitter, LinkedIn, and consumer forums, the brand narrative started shifting. Complaints related to aggressive sales tactics, misleading claims, poor customer support, refund issues, and employee dissatisfaction gained traction and were widely shared across social media networks. From a brand equity perspective, negative online conversations directly weakened perceived quality and brand associations, which are key dimensions of brand equity. When consumers repeatedly encounter critical reviews and viral posts highlighting

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