How to measure and mitigate the negative effect of an online discussion: the role of post density, frequency and position

Abstract

Purpose of the paper-This study follows both qualitative and quantitative research methods in order to investigate how communities and discussion boards operate in the online environments, as well as the influence of the peripheral cues of online discussions on the perceived valence of the discussions. Theoretical background-Online discussions and product review pages have been found to seriously influence consumers in their shopping decisions. Consumers often consult what is written in online discussions, forums and review pages before purchasing a product, while companies try to monitor what is told and understand whether a discussion has a positive or negative valence for a specific product or service. Design/Methodology/Approach-This study follows an exploratory research design (Phase 1), drawing interdisciplinary insights from Marketing and Information Systems. Through an experimental design (Phase 2), the study examines the influence of the peripheral cues of online discussions on the perceived valence of the discussions. Findings-The results show that the density, the amount and the last post valence of the comments within an online discussion have a strong effect on the perceived valence of the discussion. Originality-This study provides straightforward theoretical and managerial implications by identifying the characteristics that influence consumers' options and perceptions in online discussions