Millennial’s perception of adverse remarks on social media. Study of ASOS.
1. identify constructs related to adverse remarks, relevant models used, that is, models with inclusive of independent variables and dependent variables
2. not measuring consumer behavior, behavior must be specific such as E-WOM, click intentions, brand love, satisfaction
3. 1 or 3 frameworks relating to adverse remarks research….. identify constructs in each
4. search for gap, for future research where academics call for others to investigate certain aspects in future