The Effects of Negative Word of Mouth towards Consumer Purchase Decision
In the words of McKenna; “Forget about market surveys and analyst reports. Word of mouth is probably the most powerful form of communication in the business world. It can either hurt a company’s reputation, or give it a boost in the market” (McKenna). The effect of negative word of mouth towards consumer purchase decision assumes significance in the context of how consumers react to word-of-mouth communication when deciding on buying something. While numerous researchers have studied the effect of word-of-mouth on consumer behaviour, there are still some contradictions on how negative word-of-mouth has on consumer’s purchasing behavior. Continue reading...