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Who's Driving This Conversation?, Rebecca Hamilton, University of Maryland

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Published on May 23, 2014

Rebecca Hamilton, Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland

When consumers post questions online, who influences the content of the discussion more: the consumer posting the question or those who respond to the post? Our analysis of data from real online discussion forums and four experiments shows that early responses to a post tend to drive the content of the discussion as much or more than the content of the initial query. Moreover, previously mentioned attributes are more rather than less likely to be mentioned in subsequent responses.

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