Word of mouth communication within online communities: Conceptualizing the online social network

Abstract

Word of mouth (WOM) communication is a major part of online consumer interactions, 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.

Qualitative Analysis of Online Communities to Support International Business Decisions

“…Online communities differ from face-to-face communities in that there is a lack of real-world physical cues, and members have the ability to change their identity, social status, and purpose. Brown et al (2007) demonstrate that the flow of information between participants in online networks may be different in nature to that in an offline context. Online communities can be supported by a variety of internet technologies, including Usenet newsgroups, list servers, bulletin board systems, and websites.…”

“…However, research on the specific implications of online communities for IB issues has so far been confined to functional disciplinary journals devoted to marketing, consumer behavior, information systems or the channels literature (e.g. Bagozzi and Dholakia 2006;Brown et al 2007;Kozinets 2002;Scarpi 2010). Kogut and Zander (1993), in their seminal piece on the knowledge of the firm and the evolutionary theory of the multinational enterprise (MNE), suggest that firms are 'social communities' that specialize in the creation and internal transfer of knowledge.…”

Do Online Gossipers Promote Brands?

“…7 WOM has been extended to the computer-mediated environment, hence, the term eWOM. 8 In this study, our primary interest lies in the question as to whether gossiping propensity (i.e., general verbal strategy) has significant effects on eWOM behavior (i.e., brand or product referral).…”

“…Online gossipers are more likely to transmit mutually benefitial information to peers and friends, while eWOM is related more to brand or product information. Brown et al 8 found that online community members recognize the social value of product-related gossip, since knowledge of such unofficial information makes them feel like an expert. They demonstrate their knowledge and insider status by reporting it to other network members.…”

“…They demonstrate their knowledge and insider status by reporting it to other network members. Brown et al 8 pointed out that long-term relationships established with particular online communities play an especially important role, because members need to feel part of a scene. This was particularly the case, where they had a higher degree of involvement in a product category.…”