The Impact of Public Relations and Astroturfing Strategies on Consumer Behavioural Intention: Moderating Role of Age and Gender in Online Reputation Management

Abstract

Public relations and astroturfing strategies of online reputation management are significantly shaping consumer behavior. Corporate reputation, online reviews, and perceived authenticity are key drivers of consumer decisions, while astroturfing can manipulate opinions and increase uncertainty. The purpose of this study is to examine the moderating role of age and gender in understanding the effectiveness of both strategies among consumers.  To validate the research questions and hypotheses, data were obtained from young consumers using a Google Form via a self-administered survey questionnaire that was close-ended. A total of 423 valid responses were obtained, from which data were analysed using hierarchical linear regression with the Statistical Package for the Social Sciences version 22. The results showed that the four hypotheses of the study were not significant in moderating the role of age and gender. Public relations had a positive significant impact on shaping consumer attitudes, while astroturfing had a negative impact on consumer behavior. This means that if consumers find that reviews or other mentions are fabricated, across all age groups irrespective of gender, they do not accept the brand and it damages its brand image.  For practitioners, this implies that segmentation based purely on demographic factors may not be necessary when designing PR or astroturfing-based ORM strategies. Organizations should develop a systematic strategy focusing on message quality, authenticity, transparency, consistent behaviour towards the services they provide to consumers, and ensuring the credibility of digital platforms. In the future, researchers may examine psychographic and cognitive traits, including trust, familiarity with online platforms, and digital understanding, as moderators in determining the effectiveness of online reputation management