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.
|Number of pages||3|
|Journal||Public Relations Review|
|Publication status||Published - 2007 Sept|
All Science Journal Classification (ASJC) codes
- Organizational Behavior and Human Resource Management