Beyond Quality: How Negative Emotions in Online Movie Reviews Drive Consumer Engagement

In the film industry, electronic word-of-mouth (eWOM) significantly impacts movie box office performance, often overshadowing film quality. This study examines the influence of specific emotions, particularly negative ones, on consumer engagement. Analyzing 105 reviews and 15,431 comments, we find that negative emotions in reviews, such as anxiety, anger, and sadness, drive consumer participation. Anger-related vocabulary triggers interactions between consumers and reviewers, and among consumers themselves. Specifically, only anger-related expressions in reviews prompted responses to previous comments. These findings underscore the varied effects of discrete negative emotions on consumer engagement, suggesting they evoke emotional resonance and deeper contemplation, enhancing user engagement and platform credibility.