Word-of-Mouth in Virtual Communities: A Netnographic Analysis


Advances in Consumer Research

2005, vol. 33, pp.573-575

Départements : Marketing, GREGHEC (CNRS)

Virtual consumption communities provide consumers worldwide with the ability to share their knowledge, experiences and opinions. Marketers are challenged to cater to this development of increasing consumer interaction, which generates substantial WOM. This study examines online forum discussions by means of a netnographic analysis. The main goal is to analyze how the discussants communicate with and influence each other. The second goal is to gain insight in their discourse with respect to the community's focal consumption activity. The overall objective is to present an illustration of discussion practices and WOM processes within virtual communities of consumption