Negative online consumer reviews: can the impact be mitigated?

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).

Negative online consumer reviews: can the impact be mitigated?

L.G. Pee

Nanyang Technological University, Singapore

Introduction

Online reviews are positive or negative statements about a product by potential, actual or former customers, made available to a multitude of people and institutions via the internet (Hennig-Thurau et al. 2004). Online reviews are increasingly available for a wide range of products due to the pervasiveness of the internet (Barreto 2014). Like offline word-of-mouth communications among families and friends, online reviews provide information that can help to reduce uncertainty about products and play a significant role in purchase decision. Recent surveys conducted...

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