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Title: Product versus non-product oriented social media platforms : online consumer opinion composition and evolution
Authors: Huang, Jianxiong
Boh, Waifong
Goh, Kim Huat
Keywords: DRNTU::Business::Public relations::Media management
Issue Date: 2014
Source: Huang, J., Boh, W., & Goh, K. H. (2014). Product versus non-product oriented social media platforms : online consumer opinion composition and evolution. Proceedings of Hawaii International Conference on System Sciences (HICSS) (47th:2014), 4113-4122.
Abstract: This article examines how different social media platforms affect opinion composition and evolution. We differentiate between product and non-product oriented outlets as they differ in the salience of social cues, thus resulting in distinct user behaviours. We extend prior research in several ways. First, comparing between comments from different types of social media platforms, we show that the product oriented outlets display a tendency to attract polarized opinions. Second, we find that similarity of online comments increases over time, suggesting opinion convergence. Lastly, product oriented outlets facilitate faster assimilation of opinions within the site compared to non-product oriented outlets.
DOI: 10.1109/HICSS.2014.507
Rights: © 2014 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Conference Papers

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