Title redacted: the impact of negative online review censorship

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2021-07-01 DOI:10.1108/JPBM-04-2020-2877

Jennifer L. Stevens, C. Jones, Michael Breazeale

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引用次数: 3

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.

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标题编辑：负面网络评论审查的影响

消费者越来越多地使用评论网站来交换产品信息，而公司则试图保持对品牌相关传播的控制。营销人员保留控制权的一种方法是消除对品牌的负面看法。本文旨在研究当负面评论被审查时对消费者品牌认知的影响。设计/方法/方法进行了两项实验研究，以评估公司以删除形式审查负面在线评论是否会削弱品牌关系质量(BRQ)维度。研究结果表明，审查负面在线评论对BRQ有破坏性影响。此外，研究结果表明，当发布负面评论时，品牌可能无法增加BRQ，但是可以采取战略措施来减少潜在的有害影响。许多品牌仍然没有充分了解如何处理负面的在线评论，这项研究为进一步检查负面的电子口碑和减少其有害影响的方法提供了有价值的启示。此外，虽然大量的研究侧重于品牌关系的积极影响，但本研究回应了对BRQ的负面影响的调查。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.