Telecommunications brands represent companies that provide various data transmission services, such as voice calls, messages, the Internet and other forms of digital communication. Such brands play a key role in the modern digitalization of society, enabling digital connectivity and increasing the growth of the digital economy. The development of social networks and different types of technologies, in the last few years, has led to the increasing development of telecommunications brands as well as their relationship with users of their services. Therefore, the personal opinion about certain products and services of the user began to gain more and more importance. Users, through various types of comments and reviews, express their own opinion about certain services on the market and thus enable others to reconcile or give their experience. Such comments appear on different types of digital communications, such as social media (Facebook, Instagram, Tiktok) and other places with a large number of "online" users, such as forums, blogs, chat rooms... It can be said that every person has the ability to comment, therefore certain comments will have an impact on the very perception of the brand and the subsequent decision to purchase and choose a telecommunications brand. Precisely for this reason, the aim of the paper is to investigate the role of negative online reviews on social media in the perception of telecommunications brands. This industry is considered interesting because these brands have the number of negative user experiences. The final part of the paper is based on research that includes an online questionnaire. The research focuses on several key aspects: how often consumers read negative reviews, how much they trust them and how negative reviews influence their decisions to use or change telecommunications service providers. The research results indicate the important role of negative reviews in the perception of such brands. Users perceive negative reviews as an important source of information and often give them more importance than positive reviews. Therefore, negative reviews can seriously damage the reputation and trust of telecommunications brands that will develop more and more in the future and have an even greater number of new users.