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...