Factors Affecting Negative E-WOM: A Literature Review and Merged Model

Abstract

This study aims to understand the motivations, firms, systems, and customer-related factors that drive negative electronic word-of-mouth (eWOM) communications. We attempt to understand why and how negative eWOM is formed because studies have suggested that negative eWOM may influence customers’ purchase behavior more than positive eWOM does. We collected 45 journal articles from 2012-2020 and identified factors and theories based on negative eWOM. A merged model and 21 propositions were developed based on the literature and results of meta research. The effect of negative eWOM is increasing because of the widespread use of social media. Our results shed light on the importance of the intrinsic motivations of negative eWOM and provide business ideas regarding how negative eWOM can be managed with a holistic view that includes multiple levels of factors. Future eWOM research can build on theories as well as our results and findings to ensure continuous development.