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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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
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Interactive Marketing
Publisher:	Elsevier Inc.
ISSN:	1094-9968
Official Date:	2007
Dates:	Date Event 2007 Published
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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