Genre Change in the Online Context: Responding to Negative Online Reviews and Redefining an Effective Genre Construct on Amazon.Com

Research output: Contribution to journalArticlepeer-review

Abstract

This study examines 50 business responses to negative reviews on Amazon.com in order to identify common genre moves for responding to negative online reviews. To complement the genre analysis and assess the effectiveness of these common genre moves, the author conducted a survey seeking consumers’ feedback on three typical business responses to negative online reviews. This investigation not only provides feedback on how businesses can publicly respond to negative online reviews but also presents an empirical case on how we can balance genre stability and variation and go beyond just teaching typified genre features in our genre pedagogy.

Original languageEnglish (US)
Pages (from-to)297-332
Number of pages36
JournalJournal of Business and Technical Communication
Volume35
Issue number3
DOIs
StatePublished - Mar 24 2021

Bibliographical note

Funding Information:
The author disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study was sponsored by a 2016 Faculty SSL Grant awarded by the University of Minnesota Duluth. An application for IRB review was approved by the University of Minnesota (IRB ID: STUDY00007321).

Funding Information:
I would like to thank the anonymous reviewers for comments that greatly improved the manuscript. The author disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study was sponsored by a 2016 Faculty SSL Grant awarded by the University of Minnesota Duluth. An application for IRB review was approved by the University of Minnesota (IRB ID: STUDY00007321).

Publisher Copyright:
© The Author(s) 2021.

Keywords

  • adjustment message
  • experience goods
  • genre
  • genre analysis
  • genre construct
  • genre move
  • genre stability
  • negative online reviews
  • online reviews
  • search goods
  • two levels of genre teaching

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