Tell it like it is: The effects of differing responses to negative online reviews

Abstract

Negative electronic word-of-mouth (eWOM) has a notable impact on a consumer's online purchase decisions and attitude toward a company or product. Despite substantial research examining this phenomenon, little attention has been given to the impact of responses to negative eWOM. The authors examine negative eWOM in the form of online reviews to understand how responses may impact a consumer's product satisfaction and attitude toward the company. Three studies examine specific aspects of responses, including responder type, attribution, and severity of negative review. Consistent findings across the studies reveal while any response is better than no response, a fellow consumer responding to a negative review can produce the most beneficial outcomes. The findings of this study are important for advancing theory in relation to negative eWOM and for helping practitioners develop appropriate response strategies. K E Y W O R D Sattribution theory, congruity theory, eWOM, online reviews, word-of-mouth

What users say about public libraries: an analysis of Google Maps reviews

“…Otherwise, if the situation is ignored, negative word of mouth has a notable impact on customers' purchase decisions and attitudes towards a company or product. Consistent findings across several studies reveal that any corporate response is better than no response at all (Esmark Jones et al , 2018).…”

“…Currently, libraries need to devote more resources for maintaining social media profiles and use these to respond to patrons' suggestions and, especially, their complaints, given the damaging effect on corporate reputation of not responding to negative reviews (Esmark Jones et al , 2018; Mei et al , 2019). Negative reviews influence consumer behaviour more than positive ones (Craciun and Moore, 2019).…”

Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective

“…Consumers' negative responses to service failures have become significantly higher as a consequence of these factors. With fashion providers already pressured by cancellations of orders from global suppliers (Statista, 2020b ) and customers, there is an increased desire among providers to maintain interpersonal relationships with customers to reduce the negative effects of customers' dissatisfaction shared online (Chen et al, 2018 ; Christodoulides et al, 2021 ; Esmark Jones et al, 2018 ; Sun et al, 2017 ; Umashankar et al, 2017 ).…”

Title redacted: the impact of negative online review censorship

“…The best solution to diminish the negative impact on BRQ is to allow other consumers who are already posting positive feedback to come to the company’s defense. That is, by fostering brand advocates, who work to defend the brand either in an official or unofficial capacity, also referred to as “eWOM watchdogs” (Larson and Denton, 2014), a company may be able to protect itself against the harmful effects of negative eWOM (Esmark Jones et al , 2018). Brand advocacy programs not only foster engagement with current satisfied customers, but also provide other consumers with secondhand trustworthy content (Mangold and Smith, 2012).…”

“…If used correctly, brand advocates can be regarded as a “volunteer sales force” (McConnell and Huba, 2002). In the context of online reviews, brand advocate responses have been found to diminish damaging impacts of negative online reviews in regards to attitudes towards the brand by shifting blame to the original poster (Esmark Jones et al , 2018). Using brand advocates may also be beneficial when considering the impact on BRQ and managing consumer–brand relationships.…”