Impoliteness in Negative Online Consumer Reviews in UAE

The present study uses politeness theory and discourse analysis to examine impoliteness in negative online consumer reviews. The study confirms that politeness theory is applicable to written communication in virtual societies and validates the effectiveness of redressive actions in online customer reviews. The study also finds that impoliteness strategies can manifest in different forms and suggests a more comprehensive typology of impoliteness strategies to consider cultural variations. The findings have practical implications for consumers and those responsible for regulating the online marketplace. The study emphasizes the importance of established remedial procedures and transforming the conditions of interaction to address impoliteness.