This study investigates the dynamics of word of mouth (WOM) communication in online communities, challenging the applicability of traditional (offline) theories to the online context. Through qualitative interviews and social network analysis of an online community, the research uncovers that websites are perceived as primary actors within online social networks, serving as social proxies for individual identities. The authors propose a new conceptual framework that acknowledges the role of websites as actors, explores the consumer-website relationship, and presents a model for online interaction and information evaluation processes.
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Brown, Jo, Amanda J. Broderick, and Nick Lee. "Word of mouth communication within online communities: Conceptualizing the online social network." Journal of interactive marketing 21.3 (2007): 2-20.
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