Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/88997
Full metadata record
DC FieldValueLanguage
dc.contributor.authorPee, Loo Geoken
dc.date.accessioned2018-12-21T01:40:54Zen
dc.date.accessioned2019-12-06T17:15:33Z-
dc.date.available2018-12-21T01:40:54Zen
dc.date.available2019-12-06T17:15:33Z-
dc.date.issued2016en
dc.identifier.citationPee, L. G. (2016). Negative online consumer reviews : can the impact be mitigated?. International Journal of Market Research, 58(4), 545-568. doi:10.2501/IJMR-2016-035en
dc.identifier.issn1470-7853en
dc.identifier.urihttps://hdl.handle.net/10356/88997-
dc.description.abstractThis 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.en
dc.format.extent26 p.en
dc.language.isoenen
dc.relation.ispartofseriesInternational Journal of Market Researchen
dc.rights© 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].en
dc.subjectOnline Reviewsen
dc.subjectMarketing Variablesen
dc.subjectDRNTU::Humanities::Languageen
dc.titleNegative online consumer reviews : can the impact be mitigated?en
dc.typeJournal Articleen
dc.contributor.schoolWee Kim Wee School of Communication and Informationen
dc.identifier.doi10.2501/IJMR-2016-035en
dc.description.versionAccepted versionen
item.fulltextWith Fulltext-
item.grantfulltextopen-
Appears in Collections:WKWSCI Journal Articles
Files in This Item:
File Description SizeFormat 
Negative Online Consumer Reviews.pdf147.62 kBAdobe PDFThumbnail
View/Open

SCOPUSTM   
Citations

10
Updated on Sep 2, 2020

PublonsTM
Citations

9
Updated on Jan 16, 2021

Page view(s)

169
Updated on Jan 18, 2021

Download(s)

246
Updated on Jan 18, 2021

Google ScholarTM

Check

Altmetric


Plumx

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.