Negative online consumer reviews : can the impact be mitigated?

• Main Author: Pee, Loo Geok
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2018
• Subjects: Online Reviews; Marketing Variables; DRNTU::Humanities::Language
• Online Access: https://hdl.handle.net/10356/88997; http://hdl.handle.net/10220/47148
• Institution: 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...