Abstract
Previous studies on the effects of word-of-mouth (WOM) have rarely distinguished the effect of creating and reading WOM messages. This paper investigates how posting and viewing online negative word-of-mouth (NWOM) affect customers’ subsequent purchase behaviors. We also identify different types of negative emotions expressed in NWOM and examine their impact. Using a dataset that combines customers’ posting and viewing activities on the firm’s online forum and their purchase and redemption histories, we find the interaction effect between posting and redeeming to be positive, and viewing to be negative. Regarding emotions, anger has a negative effect, while concern has a positive effect. We propose an explanation for these findings, and discuss their implications and applications.
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© 2016 Academy of Marketing Science
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Kim, S.J., Wang, R.JH., Malthouse, E.C. (2016). The Effects of Online Negative Word-of-Mouth: An Empirical Study. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_216
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DOI: https://doi.org/10.1007/978-3-319-11815-4_216
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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