Effects of online news forum on corporate reputation

Namkee Park, Kwan Min Lee

Research output: Contribution to journalArticle

23 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

Fingerprint

reputation
news
Industry
employee
Personnel
experiment
interaction
Corporate reputation
News
Experiments
Factorial design
Factors
Employees
Responsiveness
Interaction effects
Experiment

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Park, Namkee ; Lee, Kwan Min. / Effects of online news forum on corporate reputation. In: Public Relations Review. 2007 ; Vol. 33, No. 3. pp. 346-348.
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Effects of online news forum on corporate reputation. / Park, Namkee; Lee, Kwan Min.

In: Public Relations Review, Vol. 33, No. 3, 01.09.2007, p. 346-348.

Research output: Contribution to journalArticle

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