The Effects of Online Negative Word-of-Mouth: An Empirical Study

Su Jung Kim*, Rebecca Jen Hui Wang, Edward C. Malthouse

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations


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’ subsequent purchase behaviors. We also identify different types of negative emotions expressed in NWOM and examine their impact. Using a dataset that combines customers’ posting and viewing activities on the firm’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.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages13
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Emotion
  • NWOM
  • Negative word-of-mouth
  • Posting
  • Sentiment analysis
  • Viewing

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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