No Comment?! The Drivers of Reactions to Online Posts in Professional Groups
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- 作者：Robert P. Rooderkerka ; rooderkerk@rsm.nl" class="auth_mail" title="E-mail the corresponding author ; Koen H. Pauwelsb ; 1 ; koen.pauwels@ozyegin.edu.tr" class="auth_mail" title="E-mail the corresponding author
- 关键词：Social media ; Online discussion forum ; Count data ; Content analysis ; B2B
- 刊名：Journal of Interactive Marketing
- 出版年：2016
- 出版时间：August 2016
- 年：2016
- 卷：35
- 期：Complete
- 页码：1-15
- 全文大小：645 K
文摘
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We examine the drivers of reactions to online posts in professional groups.
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There is a lot of heterogeneity in the number of comments, many posts evoke none.
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We include content, post, author, & timing characteristics as drivers of commenting.
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All four types of characteristics contribute to the number of evoked comments.
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Readability, content controversiality, and author SES have the largest (+) effect.