"Virtual Word of Mouth"

: a case for the adaptation of existing word of mouth theory to virtual community environments

Abstract

Virtual communities have been identified as an alternative source of word of mouth. Existing word of mouth theory has been analysed, along with the available information regarding the virtual community environment in which word of mouth takes place online.

Given the importance of word of mouth offline in influencing consumers’ purchase decisions it is deemed necessary to assess the ability of existing word of mouth theory to be applied, unchanged, to virtual community contexts. Critical analysis identified significant differences between the offline and online environments in which the word of mouth behaviour takes place which may have implications upon the theory as it is presented for offline word of mouth. This therefore highlighted a need for further empirical research to take place examining whether the existing theory must be extended or adapted to accurately explain the behaviour which occurs within virtual communities.

The virtual community environment and word of mouth behaviour that occurs within it have been explored using qualitative methods of observation to collect data, and network analysis and content analysis to analyse the data.

Date of Award	2005
Original language	English
Awarding Institution	Aston University