Analyzing different types of negative online consumer reviews
Abstract
Purpose This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product (Laptop) and whether this newfound attitude remains unaffected by the subsequent influence of positive eWOM. Design/methodology/approach A quantitative study in Germany was conducted. In the two-part experimental setting, first, a factorial repeated-measures...
Paper Details
Title
Analyzing different types of negative online consumer reviews
Published Date
Jan 22, 2020
Volume
29
Issue
5
Pages
637 - 653
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