Should a company have message boards on
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Jyh-Shen Chiou; Cathy Cheng
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Article
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2003
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John Wiley and Sons
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English
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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 2ร3ร2 between participants factorial design was conducted to test the