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

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 resul...

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Bibliographic Details
Published in:Journal of interactive marketing 2007, Vol.21 (3), p.2-20
Main Authors: Brown, Jo, Broderick, Amanda J., Lee, Nick
Format: Article
Language:English
Subjects:
Interactive marketing
Online advertising
Social networks
Virtual communities
Word of mouth advertising
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