Understanding a fury in your words: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors
We distinguish the effects of posting and viewing e-NWOM on purchase behavior. We identify two moderators of e-NWOM and test their effects in two studies. Viewing e-NWOM decreases subsequent purchases. Posting e-NWOM has a positive interaction effect with company usefulness. Company apology only works for e-NWOM viewers, not posters.
company usefulness company apology word-of-mouth (wom) complaint webcare propensity score matching