Journal of International Technology and Information Management

Document Type



In this study, we capture communication activities on 14 online forums that are implemented primarily to provide customer service for consumers of mobile phones and MP3 players. We perform a large scale analysis to investigate the social nature and the effectiveness of using online forums as a customer service tool. Unlike previous studies, our research examines a complete archive of the actual communication activities on online forums that are publicly available to general consumers. Our comparative and social network analysis allows us to compare the structural differences among these social networks.