Posting Strategically : The Consumer as an Online Media Planner


Research output: Other Conference ContributionsPresentationPresentation


We propose that consumers have theories about effective word of mouth persuasion, acting as intuitive media planners in making online forum choices. Based on Persuasion Knowledge Model, we suggest that consumers possess beliefs about forum audience (i.e. how loyal to the brand these readers are). Across three studies, we demonstrate posters' persuasion strategy by selecting forum audience. Specifically, posters prefer posing positive messages on a brand-neutral forum where the audience is perceived as less loyal to the target brand (e.g., Camera Forum) to a brand-specific forum where the perceived loyalty is high (e.g., Nikon Forum). We offer two boundary conditions under which message valence will not affect where a message is posted: when posters have a non-persuasion motive, such as affiliation, and when the opportunity to activate persuasion knowledge is low, such as time pressure.
Original languageEnglish
Publication statusPublished - Jun 2013
Externally publishedYes
Event32nd Annual Advertising and Consumer Psychology Conference: Consumer Psychology in Social Media World - United States, San Diego, United States
Duration: 13 Jun 201315 Jun 2013


Conference32nd Annual Advertising and Consumer Psychology Conference
Abbreviated titleACP San Diego 2013
Country/TerritoryUnited States
CitySan Diego
OtherSociety for Consumer Psychology
Internet address


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