Research on the Influence of Sellers’ Responses on Brand Avoidance of Potential Consumers

Abstract

In recent years, the development of online platforms has significantly expanded the dissemination of online reviews at an astonishing speed. The undeniable impact it has on consumers and sales necessitates addressing the issue of reducing brand avoidance behavior caused by negative reviews, which remains a prominent concern among academics and sellers. To enhance communication between sellers and consumers while minimizing misunderstandings, numerous platforms have introduced the sellers' responses function. With various types of sellers' responses available, different response strategies yield distinct effects. This paper aims to investigate how diverse seller replies influence potential consumers' brand avoidance by examining their classification and impact in conjunction with previous literature on factors influencing brand avoidance.