Jyh-Shen Chiou (PhD in marketing, Michigan State) is a professor of international marketing, Department of International Trade, National Chengchi University, Taiwan; tel: (02) 29393091 ext. 81039; fax: (02) 29379071; His research focuses on e-marketing, e-loyalty, and strategic marketing. His work has been published in European Journal of Marketing; Journal of Service Research; Journal of Business Logistics; Journal of Social Psychology; Genetic, Social, and General Psychology Monographs; Journal of International Consumer Marketing; Journal of Global Marketing; and others.
Should a company have message boards on its Web sites?
Version of Record online: 8 SEP 2003
Copyright © 2003 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.
Journal of Interactive Marketing
Volume 17, Issue 3, pages 50–61, Summer 2003
How to Cite
Chiou, J.-S. and Cheng, C. (2003), Should a company have message boards on its Web sites?. J. Interactive Mark., 17: 50–61. doi: 10.1002/dir.10059
- Issue online: 8 SEP 2003
- Version of Record online: 8 SEP 2003
This study examined the impact of messages on a discussion forum regarding a consumer's brand evaluation and attitude toward the Web owner. Four hypotheses were developed based on consumer behavior theories. An experiment using a 2 × 3 × 2 between participants factorial design was conducted to test the hypotheses. The results showed that message favorableness and message number on an Internet discussion forum can influence a consumer's brand evaluation and attitude toward the Web owner. However, the effects are different under different levels of preexisting brand image. Negative messages hurt mainly low-image brands, whereas message repetition helps only high-image brands.