Yang, Shuai; Li, Tao; Chen, Sixing; Li, Bin - In: Nankai Business Review International 11 (2019) 1, pp. 87-101
Purpose: People generally believe that business with negative word-of-mouth, such as negative customer reviews can hardly have good sales. But a number of intriguing examples seem to contradict such beliefs. Academic has so far begun to explore the possible positive effect of negative customer...