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 results of a two-stage study aimed at investigating online WOM: a set of in-depth qualitative interviews followed by a social network analysis of a single online community. Combined, the results provide strong evidence that individuals behave as if Web sites themselves are primary "actors" in online social networks and that online communities can act as a social proxy for individual identification. The authors offer a conceptualization of online social networks which takes the Web site into account as an actor, an initial exploration of the concept of a consumer-Web site relationship, and a conceptual model of the online interaction and information evaluation process. © 2007 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.

User Perceptions of Privacy and Security on the Web

This paper describes an online survey that was conducted to explore typical Internet users' awareness and knowledge of specific technologies that relate to their security and privacy when using a Web browser to access the Internet. The survey was conducted using an anonymous, online questionnaire. Over a four month period, 237 individuals completed the questionnaire. Respondents were predominately Canadian, with substantial numbers from the United Kingdom and the United States. Important findings include evidence that users have tried to educate themselves regarding their online security and privacy, but with limited success; different interpretations of the term "secure Web site" can lead to very different levels of trust in a site; respondents strongly expressed their skepticism about privacy policies, but nevertheless believe that sites can be trusted to respect their stated policies; and users may confuse browser cookies with other types of data stored locally by browsers, leading to inappropriate conclusions about the risks they present.