Killing brands with kindness: Consumer-driven online value destruction

What is it about?

Consumers sometimes share their negative experiences with a company by writing reviews on a review site or posting on social media. Looking at negative content about a company or a brand may negatively impact the consumers’ perception of that company’s offering causing value destruction. We present a three-staged process of consumer-to-consumer value destruction that explains why and how consumers engage in it, and reveals its consequences. We also found that consumers care for others and do so to protect each other from negative experiences.

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