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Effects of online news forum on corporate reputation |
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| Authors: | Namkee Park Kwan Min Lee |
| Affiliation: | 1. Gaylord College of Journalism and Mass Communication, University of Oklahoma, Norman, OK 73019, USA;2. Annenberg School for Communication, University of Southern California, Los Angeles, CA 90089, USA |
| Abstract: | This study tests the effects of online discussions about a company in an online news forum on people's perception of the corporate reputation of the company. The study is a 2 (tone of comments: negative versus positive) by 2 (number of comments: one versus five) factorial design experiment (n = 80). We found significant interaction effects between the two factors (tone versus number of comments) with regard to people's perception of the company's social responsiveness and employee treatment. |
| Keywords: | Online news forum Online discussion Corporate reputation Multiple source effect |
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