Tell it like it is: The effects of differing responses to negative online reviews

Authors

Carol L. Esmark Jones, Mississippi State UniversityFollow
Jennifer L. Stevens, University of Toledo
Michael Breazeale, Mississippi State University
Brian I. Spaid, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

12-2018

Publisher

Wiley

Source Publication

Psychology & Marketing

Source ISSN

1520-6793

Abstract

Negative electronic word‐of‐mouth (eWOM) has a notable impact on a consumer's online purchase decisions and attitude toward a company or product. Despite substantial research examining this phenomenon, little attention has been given to the impact of responses to negative eWOM. The authors examine negative eWOM in the form of online reviews to understand how responses may impact a consumer’s product satisfaction and attitude toward the company. Three studies examine specific aspects of responses, including responder type, attribution, and severity of negative review. Consistent findings across the studies reveal while any response is better than no response, a fellow consumer responding to a negative review can produce the most beneficial outcomes. The findings of this study are important for advancing theory in relation to negative eWOM and for helping practitioners develop appropriate response strategies.

Comments

Accepted version. Psychology & Marketing, Vol. 35, No. 12 (December 2018) : 891-901. DOI. © 2018 Wiley. Used with permission.

Recommended Citation

Esmark Jones, Carol L.; Stevens, Jennifer L.; Breazeale, Michael; and Spaid, Brian I., "Tell it like it is: The effects of differing responses to negative online reviews" (2018). Management Faculty Research and Publications. 333.
https://epublications.marquette.edu/mgmt_fac/333