Posting versus Lurking: Communicating in a Multiple Audience Context

By Ann E. Schlosser. 2005

437 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1c6e7f7b4e24a4f90c488f7cf5dfa78fdcc47a72

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Citations in the corpus

Virtual communities: A marketing perspective (2009, background): “This dichotomy between posters and lurkers has been widely adopted by managers and academics, because of its straightforward and broad applicability across various online environments [35] [49] [73] [75] [82].”
Measuring the Value of Social Dynamics in Online Product Ratings Forums (2010, background): “Schlosser (2005) found that consumers who have decided to post their opinions tend to negatively adjust their product evaluations after reading negative reviews.”
The Role of Status Seeking in Online Communities: Giving the Gift of Experience (2007, positive): “In a recent research setting, Schlosser (2005) differentiates these individuals into two categories: lurkers, who expect to read others’ postings while contributing little, and posters—those who not only contribute by posting reviews, but do so in the context of ongoing interaction within the…”
Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement (2013, methodology): “Ad attitude was measured using four items (bad/good, dislike/like, uninteresting/interesting, irritating/not irritating; α = .88) (Schlosser 2005), and both brand attitude (looks like a bad brand/looks like a good brand, don’t like the brand/like the brand, the brand is undesirable/the brand is…”
Measuring psychographics to assess purchase intention and willingness to pay (2012, background): “This can produce a halo-effect that encourages respondents to over-report behaviors even though they may not actually follow through (Barber et al., 2009; Schlosser, 2005).”
Vacationers and eWOM: Who Posts, and Why, Where, and What? (2011, background): “Schlosser (2005) introduces the terms posting versus lurking.”
Disconfirmation Effect on Online Rating Behavior: A Dynamic Analysis (2014, background): “In a lab setting, Schlosser (2005) identifies the " self-presentational " phenomenon in which a review poster strategically adjusts her product ratings downwards after observing negative opinions by others, in order to present herself as intelligent.”
Perceived 'usefulness' of online consumer reviews: An exploratory investigation across three services categories (2012, background): “Since both 1- and 5-ratings are extremes, moderate reviews with 3-ratings should be considered more useful since they tend to present both sides of the argument (Mudambi and Schuff 2010, Schlosser 2005).”
Do I Follow My Friends or the Crowd? Information Cascades in Online Movie Ratings (2015, positive): “Reviewers may adjust their product evaluations depending on the opinions expressed by others (Schlosser 2005).”
Online Consumer Review Factors Affecting Offline Hotel Popularity: Evidence from Tripadvisor (2016, background): “In an experimental setting, Schlosser (2005) finds that consumers who have decided to post their opinions tend to negatively adjust their product evaluations after reading negative reviews from previous reviewers.”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “The most impactful research in this area was quantitative work by Chevalier and Mayzlin (2006) and Trusov, Bucklin, and Pauwels (2009); behavioral work by Schlosser (2005); and qualitative work by Kozinets et al. (2010).”