Product versus non-product oriented social media platforms : online consumer opinion composition and evolution

• Main Authors: Huang, Jianxiong, Boh, Waifong, Goh, Kim Huat
• Other Authors: Nanyang Business School
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Public relations::Media management
• Online Access: https://hdl.handle.net/10356/107452; http://hdl.handle.net/10220/25510
• Institution: Nanyang Technological University

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....