Research has shown negative product reviews or electronic word-of-mouth (eWOM) negatively influence consumers’ attitudes and behaviors. However, research has paid less attention to consumers’ information processing of negative eWOM in the presence of brands’ public response, or brand feedback. Findings from a between-subjects experiment indicate brand feedback can make the biggest impact on visiting consumers when addressing a brand-controlled and short-term problem. This suggests brand feedback cannot replace long-term quality considerations. The study contributes to our understanding of effects of online brand contributions and eWOM messages, and provides managerial suggestions about strategizing posting of brand feedback in an eWOM space.

研究表明，负面的产品评论或电子口碑（eWOM）会对消费者的态度和行为产生负面影响。然而，在存在品牌公众反应或品牌反馈的情况下，研究较少关注消费者对eWOM负面信息的处理。受试者间实验的结果表明，在解决品牌控制的短期问题时，品牌反馈对拜访消费者的影响最大。这表明品牌反馈不能代替长期的质量考虑。这项研究有助于我们了解在线品牌贡献和eWOM消息的影响，并提供有关在eWOM空间中战略性地发布品牌反馈的管理建议。