Title redacted: the impact of negative online review censorship
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 1 July 2021
Issue publication date: 4 April 2022
Abstract
Purpose
Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about the brand. This paper aims to examine the impact on consumer’s brand perceptions when negative reviews are censored.
Design/methodology/approach
Two experimental studies were conducted to assess whether censorship of a negative online review, in the form of removal by the company, weakens brand relationship quality (BRQ) dimensions.
Findings
The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can be taken to diminish the potentially harmful impact.
Originality/value
As many brands still do not adequately understand how to handle negative online reviews, this research offers valuable implications in furthering the examination of negative electronic word-of-mouth and ways to diminish its harmful effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ.
Keywords
Citation
Stevens, J.L., Esmark Jones, C.L. and Breazeale, M. (2022), "Title redacted: the impact of negative online review censorship", Journal of Product & Brand Management, Vol. 31 No. 4, pp. 570-585. https://doi.org/10.1108/JPBM-04-2020-2877
Publisher
:Emerald Publishing Limited
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