Tell It Like It Is: The Effects Of Differing Responses To Negative Online Reviews

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.