Negative online consumer reviews : can the impact be mitigated?
Pee, Loo Geok
Date of Issue2016
Wee Kim Wee School of Communication and Information
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). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e-commerce context. Analysis of objective data on 500 books supports the hypotheses and provides empirical evidence for the relative effectiveness of the variables. In addition to adapting the 4Ps framework of marketing management to the e-commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e-commerce businesses. Avenues for future research are also identified.
International Journal of Market Research
© 2016 The Author(s) (SAGE Publications). This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Market Research, The Author(s) (SAGE Publications). It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.2501/IJMR-2016-035].