Why are you telling me this? An examination into negative consumer reviews on the web

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The influence of C2C communications in online brand communities on customer purchase behavior. Managing Brand Equity: Capitalizing on the Value of a Brand Name. (2023), 'The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness', Journal of Research in Interactive Marketing, Vol. The authors gratefully acknowledge the grants from the National Natural Science Foundation of China (Grant Numbers: NSFC 7127212152) and Research Grant Council of Hong Kong SAR (CityU 11502218) for financial support. In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness. Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions.

Why are you telling me this? An examination into negative consumer reviews on the web