What is it about?

Our study provides the first empirical results about the significant difference in the impact of direct and indirect negative reviews even with the presence of different heuristics such as ratings, volume of positive reviews and managerial responses.

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Why is it important?

It is important to understand not only the impact of what customers say about service providers in their negative online reviews but also the impact of how they say it. Even minimal differences in the way customers write their negative reviews can have a significant effect on other actors’ evaluations in online social networks.


Negative reviews has been always perceived as just negative! However, it is important for practitioners to differentiate between direct and indirect negative reviews to be able to handle each in an effective way.

Jaylan Azer
University of Glasgow

Read the Original

This page is a summary of: Direct and indirect negatively valenced engagement behavior, Journal of Services Marketing, May 2020, Emerald,
DOI: 10.1108/jsm-08-2019-0296.
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