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May 26, 2026Journal of theoretical and applied electronic commerce researchOpen Access

How Negative Online Reviews Shape Consumer Conformity: Psychological Mechanisms in Interactive Digital Marketing

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Authors

YTYing TanYZYunqi ZhangYGYong Geng

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Tan et al. (2026) studied this question.

synapsesocial.com/papers/6a177802cf02a40e68b404c5https://doi.org/10.3390/jtaer21060163
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