Using Blogs to Solicit Consumer Feedback: The Role of Directive Questioning Versus No Questioning

Christine Balagué and Kristine de Valck

Journal of Interactive Marketing, 2013, vol. 27, issue 1, 62-73

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.

Keywords: Directive questioning; Online consumer feedback; Blogs; Market research (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996812000345
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:27:y:2013:i:1:p:62-73

DOI: 10.1016/j.intmar.2012.06.002

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().