论文信息 - Evaluating Negative Information in Online Consumer Discussions: From Qualitative Analysis to Signal Detection

Evaluating Negative Information in Online Consumer Discussions: From Qualitative Analysis to Signal Detection

SUMMARY Usenet groups, lifestyle portals, professional forums, and other online discussions allow consumers to communicate with each other in unprecedented ways. Negative online word of mouth may pose particular worries for marketing practitioners; but how can marketers tell whether there is a real problem? This paper discusses methods for evaluating negative information in online discussions. Concepts from content analysis and signal detection theory are described and illustrated using two online discussions concerning Nike.

David M. Boush | Lynn R. Kahle | David M. Boush | L. Kahle

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