Negative online consumer reviews : can the impact be mitigated?

• المؤلف الرئيسي: Pee, Loo Geok
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2018
• الموضوعات: Online Reviews; Marketing Variables; DRNTU::Humanities::Language
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/88997; http://hdl.handle.net/10220/47148
• المؤسسة: Nanyang Technological University

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 neces...