@inbook{ffbf46850e5f4f7484ad9122e02e1cf8,
title = "The Effects of Online Negative Word-of-Mouth: An Empirical Study",
abstract = "Previous studies on the effects of word-of-mouth (WOM) have rarely distinguished the effect of creating and reading WOM messages. This paper investigates how posting and viewing online negative word-of-mouth (NWOM) affect customers{\textquoteright} subsequent purchase behaviors. We also identify different types of negative emotions expressed in NWOM and examine their impact. Using a dataset that combines customers{\textquoteright} posting and viewing activities on the firm{\textquoteright}s online forum and their purchase and redemption histories, we find the interaction effect between posting and redeeming to be positive, and viewing to be negative. Regarding emotions, anger has a negative effect, while concern has a positive effect. We propose an explanation for these findings, and discuss their implications and applications.",
keywords = "Emotion, NWOM, Negative word-of-mouth, Posting, Sentiment analysis, Viewing",
author = "Kim, {Su Jung} and Wang, {Rebecca Jen Hui} and Malthouse, {Edward C.}",
note = "Publisher Copyright: {\textcopyright} 2016, Academy of Marketing Science.",
year = "2016",
doi = "10.1007/978-3-319-11815-4_216",
language = "English (US)",
isbn = "978-3319118147",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "705--717",
editor = "Obal, {Michael W} and Nina Krey and Christian Bushardt",
booktitle = "Developments in Marketing Science",
}