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Keywords: Review-hosting websites
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Journal Articles
How usefulness and humor in negative online reviews affect review platform usage
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (5): 614–629.
Published: 25 March 2025
...Iman Raoofpanah; Chris Groening; Robert Jewell Purpose This paper aims to investigate the influence of humor, usefulness and their interaction in negative online reviews on consumers’ likelihood to revisit third-party review-hosting websites. In addition, the paper investigates the underlying...
