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...