Negative online consumer reviews : can the impact be mitigated?
This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore neces...
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| Format: | Journal Article |
| Language: | English |
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2018
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| Online Access: | https://hdl.handle.net/10356/88997 http://hdl.handle.net/10220/47148 |