Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!

The purpose of this research is to investigate negativity bias in secondary electronic word-of-mouth (eWOM). Two experiments, one laboratory and one field, were conducted to study actual dissemination behavior. The results demonstrate a strong tendency toward the negative in the dissemination of secondary commercial information. In line with Dynamic Social Impact Theory, our findings show that consumers disseminate online negative content to...