Exploring the Concepts which Constitute the Perception of Trustworthiness in Virtual Sponsored Communities
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
Place, publisher, year, edition, pages
2012. , 51 p.
Concepts of trust-building, Internet forums, Relationship marketing, Perception of trustworthiness, Virtual sponsored communities, World of Warcraft
IdentifiersURN: urn:nbn:se:uu:diva-176667OAI: oai:DiVA.org:uu-176667DiVA: diva2:536508
UppsokSocial and Behavioural Science, Law