Volume 4, 2016: Issue 2

 PDFDownload the article (Free)


The influence of negative consumer reviews in social networks


Ruti Gafni, The Academic College of Tel Aviv Yaffo, Israel
Osnat Tal Golan, The Academic College of Tel Aviv Yaffo, Israel


The social networking revolution allows people to share their opinions with their surrounding society, enabling the ability to influence others. Large amounts of consumer reviews are posted on social networks, expressing experiences, either positive or negative, regarding products/services. These reviews are instantly distributed within a huge network of consumers, challenging the firms' managers who need to cope with that. This research study examines the phenomenon of consumers' reviews posted on social networks to measure the influence of negative reviews on the reader's buying decisions and on the firms' attitudes. This research study examines if there are differences between active users, who post and share reviews, and passive users who only read what others posted. This research study was performed merging three sources of information: (1) monitoring consumer posts on three Facebook pages during six months; (2) performing a relevant questionnaire among 201 respondents, and (3) checking the related firms' reaction to those posts. The findings revealed that potential consumers base their decisions on posted reviews; they are exposed to negative reviews that affect their purchase decisions, incoherently to the manner they use the social network (active or passive users), while the firms mostly react, in order to diminish their influence.


Social network, consumers' reviews, negative posts, negative consumer reviews, eWOM, electronic word of mouth




Research paper


The Online Journal of Applied Knowledge Management (OJAKM), ISSN: 2325-4688


International Institute for Applied Knowledge Management (IIAKM)