Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews

Negative online reviews can drastically influence consumer behavior and business strategies. Recent attention on the subject demonstrates its importance in marketing literature. Even so, no study quantitatively investigates corpus of This systematically foundational research streams negative to identify influential sources main areas knowledge domain. The employs an integration text mining co-citation analysis, recognizing that firms’ responses cannot be analyzed without understanding role customers. Accordingly, this generates insight into customers firms each review stage, furnishing a conceptual framework synthesizes previous literature highlights most important gaps requiring attention. Ultimately, guide future researchers unfolding new novel directions expand boundaries