There is limited systematic research on managerial response strategies to online consumer complaints and negative e-WOM. In this paper, we synthesize equity theory, service recovery theory and observational learning theory to develop our theoretical model that explores the mechanism through which online consumer complaints influences consumer attitudes and the mechanisms through which managerial responses can alter these influences. We test our model using data from TripAdvisor. com—a leading travel review platform. Using advanced text analytics we extract and code the variables in our model from the reviews and the managerial responses to these reviews in Tripadvisor. com.