Management Response Strategies For Varying Sentiments and Emotions in Online Consumer Reviews

This study establishes the importance of firms responding to all online reviews, as responses increase perceived helpfulness. In addition, the results show that firms provide ‘specific’ responses to mostly angry/disgruntled consumers, and follow a ‘generic’ response strategy for positive reviews, which is sub-optimal.



Citation:

Vartika Srivastava and Arti D. Kalro (2018) ,"Management Response Strategies For Varying Sentiments and Emotions in Online Consumer Reviews ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 77-77.

Authors

Vartika Srivastava, Indian Institute of Technology Bombay, India
Arti D. Kalro, Indian Institute of Technology Bombay, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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