“How Negative Becomes Less Negative”: Understanding the Effects of Comment Valence and Response Sidedness in Social Media

Arts & Humanities

• Negativity 99%
• Social Media 96%
• Valence 95%
• Public Attitudes 79%
• Corporate Social Responsibility 65%
• Altruism 59%
• Interaction 15%

Social Sciences

• corporate social responsibility 100%
• public comment 71%
• social media 67%
• altruism 63%
• public attitudes 63%
• campaign 20%
• interaction 13%

Engineering & Materials Science

• Industry 36%