Do online comments influence the public's attitudes toward an organization? Effects of online comments based on individuals prior attitudes

Kang Hoon Sung, Moon J. Lee

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

Abstract

The authors investigated the effects of reading different types of online comments about a company on people's attitude change based on individual's prior attitude toward the company. Based on Social Judgment Theory, several hypotheses were tested. The results showed that the effects of online comments interact with individuals prior attitudes toward a corporation. People with a strong negative attitude toward a corporation were less influenced by other's online comments than people with a neutral attitude in general. However, people with a prior negative attitude were more affected by refutational two-sided comments than one-sided comments. The results suggest that the effects of user generated content should be studied in a holistic manner, not only by investigating the effects of online content itself, but also by examining how others responses to the content shape or change individuals attitudes based on their prior attitudes.

Original languageEnglish (US)
Pages (from-to)325-338
Number of pages14
JournalJournal of Psychology: Interdisciplinary and Applied
Volume149
Issue number4
DOIs
StatePublished - May 19 2015
Externally publishedYes

Keywords

  • effects of online comments

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Education
  • Psychology(all)

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