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Word of mouth communication within online communities : conceptualizing the online social network
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Brown, Jo, Broderick, Amanda J. and Lee, Nick (2007) Word of mouth communication within online communities : conceptualizing the online social network. Journal of Interactive Marketing, 21 (3). pp. 2-20. doi:10.1002/dir.20082 ISSN 1094-9968.
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Official URL: http://dx.doi.org/10.1002/dir.20082
Abstract
Word of mouth (WOM) communication is a major part of online consumerinteractions, particularly within the environment of online communities.-Nevertheless, existing (offline) theory may be inappropriate to describe online WOM and its influence on evaluation and purchase. The authors report the results of a two-stage study aimed at investigating online WOM: a set of in-depth qualitative interviews followed by a social network analysis of a single online community. Combined, the results provide strong evidence that individuals behave as if Web sites themselves are primary “actors” in online social networks and that online communities can act as a social proxy for individual identification. The authors offer a conceptualization of online social networks which takes the Web site into account as an actor, an initial exploration of the concept of a consumer–Web site relationship, and a conceptual model of the online interaction and information evaluation process.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Interactive Marketing | ||||
Publisher: | Elsevier Inc. | ||||
ISSN: | 1094-9968 | ||||
Official Date: | 2007 | ||||
Dates: |
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Volume: | 21 | ||||
Number: | 3 | ||||
Page Range: | pp. 2-20 | ||||
DOI: | 10.1002/dir.20082 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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