No comment?! The drivers of reactions to online posts in professional groups

Name: No comment?! The drivers of reactions to online posts in professional groups
Author: Rooderkerk, R. P., Pauwels, Koen Hendrik

İsim	No comment?! The drivers of reactions to online posts in professional groups
Yazar	Rooderkerk, R. P., Pauwels, Koen Hendrik
Basım Tarihi:	2016-08
Basım Yeri	- Elsevier
Konu	Social media, Online discussion forum, Count data, Content analysis, B2B, B2B
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1520-6653
Kayıt Numarası	465a5062-6d0a-4b46-9c61-769c1c276057
Lokasyon	Business Administration
Tarih	2016-08
Notlar	the Marketing Science Institute
Örnek Metin	Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, to gain more insight in their customer base and to generate sales leads. However, while firms can seed discussion by posts, they depend on the forum members to continue the discussion in the form of reactions to these posts. The goal of the current study is to investigate what features and characteristics drive the number of comments that a post receives on an online discussion forum. The empirical setting involves a global manufacturer connecting with health care professionals through a LinkedIn discussion forum. We project that (i) content characteristics, (ii) post characteristics, (iii) author characteristics, and (iv) timing characteristics jointly determine the number of comments a post receives. We show that the readability of the post, the controversiality of the content and the status of the post author have the highest elasticity on the number of comments. These results provide valuable insights for firms on how to build and maintain an attractive online forum through ongoing discussions.
DOI	10.1016/j.intmar.2015.12.003
Cilt	35

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No comment?! The drivers of reactions to online posts in professional groups

Yazar Rooderkerk, R. P., Pauwels, Koen Hendrik

Basım Tarihi 2016-08

Basım Yeri - Elsevier

Konu Social media, Online discussion forum, Count data, Content analysis, B2B, B2B

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1520-6653

Kayıt Numarası 465a5062-6d0a-4b46-9c61-769c1c276057

Lokasyon Business Administration

Tarih 2016-08

Notlar the Marketing Science Institute

Örnek Metin Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, to gain more insight in their customer base and to generate sales leads. However, while firms can seed discussion by posts, they depend on the forum members to continue the discussion in the form of reactions to these posts. The goal of the current study is to investigate what features and characteristics drive the number of comments that a post receives on an online discussion forum. The empirical setting involves a global manufacturer connecting with health care professionals through a LinkedIn discussion forum. We project that (i) content characteristics, (ii) post characteristics, (iii) author characteristics, and (iv) timing characteristics jointly determine the number of comments a post receives. We show that the readability of the post, the controversiality of the content and the status of the post author have the highest elasticity on the number of comments. These results provide valuable insights for firms on how to build and maintain an attractive online forum through ongoing discussions.

DOI 10.1016/j.intmar.2015.12.003

Cilt 35