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Keywords: Social negative word-of-mouth
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Journal Articles
Feeding negativity on social media: how compensating customers creates vicious cycles of complaint
Open Access
Journal of Research in Interactive Marketing (2026) 20 (3): 455–471.
Published: 07 August 2025
... to the terms of the CC BY 4.0 licence . Social media Social negative word-of-mouth Policy change Brand communities Management response Imagine an airline facing negative comments posted on social media after a delayed flight. Passengers are complaining publicly on Facebook and drawing...
Includes: Supplementary data
