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Using blogs to solicit consumer feedback : the role of directive questioning versus no questioning

Author

Listed:
  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Kristine de Valck

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Abstract

Despite increasing adoption of social media for market research, the effect of the design of Web 2.0 platforms on the quantity and quality of market insights obtained is unclear. With a field experiment, this article addresses the effect of participant interaction and the role of questioning on the performance of blog platforms that aim to solicit online consumer feedback. We show that the role of questioning is a key determinant of the protocol design decision process. In contrast with the industry standard of directive questioning and the intuitive appeal of a collective protocol in a social media setting, this study shows that no questioning, combined with an individual protocol, results in the best feedback quality. The analyses also highlight the value of an individual, no questioning protocol for performance over time and insights in consumers' experiential consumption and personal backgrounds. In terms of feedback quantity, protocols that combine directive questioning with a collective setting are best. These actionable recommendations indicate how market researchers can design online blog platforms to improve consumer feedback quantity and quality.

Suggested Citation

  • Christine Balagué & Kristine de Valck, 2013. "Using blogs to solicit consumer feedback : the role of directive questioning versus no questioning," Post-Print hal-00763877, HAL.
    • Handle: RePEc:hal:journl:hal-00763877
    DOI: 10.1016/j.intmar.2012.06.002
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    Citations

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    Cited by:

    1. Li, You & Chang, Yaping & Liang, Zhehao, 2022. "Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings," Journal of Business Research, Elsevier, vol. 150(C), pages 89-101.
    2. Christel de LASSUS & Maria MERCANTI-GUERIN, 2013. "I Buy Your Product When I Feel I Know You: Using Blog Disclosure To Influence Consumers," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 209-224, November.
    3. Ekaterina S. Titova, 2019. "Biofuel Application as a Factor of Sustainable Development Ensuring: The Case of Russia," Energies, MDPI, vol. 12(20), pages 1-30, October.
    4. Zhang, Xubing & Jiang, Bo, 2014. "Increasing Price Transparency: Implications of Consumer Price Posting for Consumers' Haggling Behavior and a Seller's Pricing Strategies," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 68-85.
    5. Christel de Lassus & Maria Mercanti-Guérin, 2013. "I buy your product when I feel I know you: using blog disclosure to influence consumers," Post-Print hal-02054911, HAL.

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