Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

Retailers have little control over what their customers say about products and services online. Review platforms (e.g., Yelp Travelocity) are rife with negativity, from both real bad experiences fake reviews created by competitors. These negative been shown to influence the purchasing behavior of future consumers. Many do afford companies some including them in online conversation or services. Crafting a response poor review which appeals consumers may mitigate outcomes associated that review. This study advances our knowledge responding adding growing body research, using simulation-based experiment test three elements on purchase intention (i.e., an apology, explanation pledge correct problem identified review). In doing so, data show increases only when contains all elements. Implications for e-commerce researchers platform developers discussed.