Expressing and responding to customer (dis)satisfaction online : new insights from discourse and linguistic approaches Ghent University
In the current era of digitalization, customers are routinely invited to express their (dis)satisfaction with a product or a service and to provide recommendations for other prospective customers by writing reviews on a variety of online social media platforms. Such forms of electronic word-of-mouth have been found to strongly influence other consumers' purchase decisions. In the case of negative reviews, the negativity expressed in a particular ...