Negative Online Word-of-Mouth and Consumers' Product Attitudes: a Nonlinear Relationship

Theoretical framework--Drawing from the perspectives of psychology and communication, and using the sender-message-channel-receiver (SMCR) communication process theory, we construct a moderated mediation model to explore the mechanism and threshold of WOM recipients' product involvement in reversing the impact of WOM valence on product attitude. Practical & social implications of research--From a practical standpoint, our findings have implications for the management of OWOM marketing for fresh agricultural products.