Word of Mouth Communication as Negative Information
- ISSN: 10577408
- DOI: 10.1207/S15327663JCP1101_5
Negative word-of-mouth (NWOM) is a consumer response to dissatisfaction. This paper reviews existing literature on NWOM and related topics, especially examining the circumstances under which it occurs and the factors which influence the impact of this form of communication on recipients.