Turvey, L.E. (2005). "Virtual Word of Mouth":a case for the adaptation of existing word of mouth theory to virtual community environments. Masters thesis, Aston University.
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.
| Publication DOI: | https://doi.org/10.48780/publications.aston.ac.uk.00021553 |
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| Divisions: | College of Business and Social Sciences > Aston Business School |
| Additional Information: | Copyright © Turvey, L. E, 2005. Turvey, L. E asserts their moral right to be identified as the author of this thesis. This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without appropriate permission or acknowledgement. If you have discovered material in Aston Publications Explorer which is unlawful e.g. breaches copyright, (either yours or that of a third party) or any other law, including but not limited to those relating to patent, trademark, confidentiality, data protection, obscenity, defamation, libel, then please read our Takedown Policy and contact the service immediately. |
| Institution: | Aston University |
| Uncontrolled Keywords: | word of mouth theory,virtual community environments |
| Last Modified: | 25 Jun 2025 16:04 |
| Date Deposited: | 19 Mar 2014 13:20 |
| Completed Date: | 2005 |
| Authors: |
Turvey, L.E.
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