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Exploring the Concepts which Constitute the Perception of Trustworthiness in Virtual Sponsored Communities
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The development of virtual sponsored communities has created great possibilities for people and companies to interact on shared platforms. To create interaction in the community, it is essential to create the perception of trustworthiness of the community. The purpose of this study is to examine which concepts of trust-building constitute the perception of trustworthiness of virtual sponsored communities. A theoretical framework based on previous studies on trust-building in virtual communities is used to provide the basis for our empirical studies. The paper examines the virtual sponsored community of an online video game, World of Warcraft, with both quantitative surveys and qualitative netnographical observations to determine the important concepts which affect the perception of trustworthiness of the community from the perspectives of the sponsor and the gamers.

Our findings show that the concepts of quality content, privacy policy, interaction, knowledge growth, satisfaction, embeddedness, shared value and perceived responsiveness constitute the perception of trustworthiness of the virtual sponsored community. The findings also show implications for causal relationships between the concepts affecting the perception of trustworthiness for future studies.

Place, publisher, year, edition, pages
2012. , 51 p.
Keyword [en]
Concepts of trust-building, Internet forums, Relationship marketing, Perception of trustworthiness, Virtual sponsored communities, World of Warcraft
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176667OAI: oai:DiVA.org:uu-176667DiVA: diva2:536508
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-25 Created: 2012-06-21 Last updated: 2012-06-25Bibliographically approved

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Exploring the Concepts which Constitute the Perception of Trustworthiness in Virtual Sponsored Communities(1600 kB)211 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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