Tesco hit by online reputation plunge

Tesco has seen its online reputation decline as the supermarket's market share continues to fall.

Tesco: online reputation hit a negative score after reports of market share fall and customers taking to social media sites to criticise poor service
Tesco: online reputation hit a negative score after reports of market share fall and customers taking to social media sites to criticise poor service

Kaizo Advocacy Index, a biannual audit examination of online attitudes towards brands found that Tesco recorded the most negative online sentiment of the companies examined.

The study examined firms in the supermarket, camera, airline, breakfast cereal and computer sectors, creating a positive or negative percentage score to measure sentiment.

Kaizo looked at the first three pages of a Google web, news and blog search, the top twenty tweets and the top ten Facebook pages, discounting any pages owned by the brand.

Tesco, at minus 17%, was the online supermarket to record a negative score. The brand had a neutral online reputation (0%) when the study was last completed in autumn 2011.

ASDA came out on top (40%) followed by Waitrose (35%), Sainsbury’s (12%) and Morrisons (6%).

The news comes as Tesco is set to report further significant falls in like-for-like revenues when it publishes first-quarter sales figures next week.

Camera brand Lumix came out as the top individual brand overall in the study, with budget airline easyJet, cereal brand Shreddies and computer firm ASUS winning the other sector battles.

PC manufacturers were the group with the overall best reputation score, with a positive sector average of 48%.

Rhodri Harries, managing director of Kaizo, said: ‘This study reflects what a consumer actually sees when they search, as opposed to how much coverage there is out there, so it is a powerful reflector of likely impact of online and social coverage. Those brands that score well are those that combine creative campaigns with empathy with customers, and have a consistent dialogue through all earned media.’

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