Effects of online news forum on corporate reputation

Namkee Park, Kwan Min Lee

Research output: Contribution to journalArticle

26 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)346-348
Number of pages3
JournalPublic Relations Review
Volume33
Issue number3
DOIs
Publication statusPublished - 2007 Sep 1

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All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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