Research Advances and Prospects on the Effects of Negative Online Review Dissemination

With the rapid development of the Internet, consumers not only face more and more information, but also more and more negative online reviews. The effect of negative online reviews has drawn the attention of many scholars. How to turn the downside effect of negative consumer online reviews into positive effect has become one of the most important challenges which organizations face nowadays. This paper reviews on the theories of negative online reviews and defines the key concepts. We then discuss the downside effect of negative online reviews from both consumer and organization prospective. In order to help enterprises better cope with negative online reviews, we further provide some directions for future research and management advice.