Negative online consumer reviews : can the impact be mitigated?

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...

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Bibliographic Details
Main Author: Pee, Loo Geok
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2018
Subjects:
Online Access:https://hdl.handle.net/10356/88997
http://hdl.handle.net/10220/47148
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Institution: Nanyang Technological University
Language: English
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