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Title redacted: the impact of negative online review censorship

Jennifer L. Stevens (College of Business and Innovation, The University of Toledo, Toledo, Ohio, USA)
Carol L. Esmark Jones (Culverhouse College of Business, The University of Alabama, Tuscaloosa, Alabama, USA)
Mike Breazeale (College of Business, Mississippi State University, Mississippi State, Mississippi, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 July 2021

Issue publication date: 4 April 2022

618

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

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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