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.
All Science Journal Classification (ASJC) codes
- Organizational Behavior and Human Resource Management