“…It can, therefore, be hypothesized that A growing body of research has indicated that when consumers are dissatisfied, they spread negative WOM (Grégoire, Laufer, & Tripp, 2010;Jun, Kim, & Tang, 2017). Negative WOM involves unfavourable face-to-face or customer-to-customer communication that often aimed at defaming a company (Dalzotto, Basso, Costa, & Baseggio, 2016), highlighting product complaints (Donoghue, Strydom, Andrews, Pentecost, & de Klerk, 2016), and highlighting unsatisfactory product/service experiences (Elliot & Fowell, 2000). In recent studies by Jun et al (2017), Morrongiello, Goala, and Kreziak (2017) reported that negative WOM about product/service shakes consumers' confidence and trust.…”