How to implement social proof online effectively

Online, more and more forms of social proof can be found, however are firms implementing it effectively? This thesis delivers useful insights on the online implementation of social proof, which is relatively unique, because not much research has been conducted yet in this field. The main emphasis in this thesis lies on possible methods to strengthen the message that an online social proof design communicates, making it appear more trustworthy and hence increasing the likelihood of an online purchase. To establish this, the working conditions of social proof and the three main components of trust (benevolence, ability and integrity) will be carefully analyzed. This research is divided in three main parts. In the first section, a thorough literature analyses will contribute to developing a broad understanding of social proof, trust and the online market environment. Then, an online survey will act as a preliminary analysis, delivering interesting insights about a consumer’s state of mind online and the effect of specific social proof designs. Third, a field experiment will be set up, in cooperation with Philips, discovering whether social proof connected to consumer reviews and an inclusion of the three components of trust can positively influence its effect and eventually persuade more consumers to buy a Philips airfryer. The results are obtained through a conducted A/B test at Philips and the social proof designs are created together with the persuasive design company Buyerminds. All in all, these three sections are constructed to find an answer on the main research question: Can the effect of social proof on the decision processes of consumers online, be positively influenced, by connecting it to consumer reviews and incorporating components of trust in the design?