1.

Title:Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content.
Authors:Donovan, D. Todd,Mowen, John C.,Chakraborty, Goutam
Source:Marketing Letters
Date:1999

2.
Title:The relative incidence of positive and negative word of mouth: A multi-category study
Authors:East, Robert,Hammond, Kathy,Wright, Malcolm
Source:International Journal of Research in Marketing
Date:2007

3.

Title:Measuring the impact of positive and negative word of mouth on brand purchase probability
Authors:East, Robert,Hammond, Kathy,Lomax, Wendy
Source:International Journal of Research in Marketing
Date:2008

4.


Title:Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories.
Authors:Singh, Jagdip
Source:Journal of the Academy of Marketing Science
Date:1990