社会化媒体口碑传播效果分析——以美丽说网站为例的网络口碑效果分析.docx

有明显的促进作用。而与传统口碑传播不同的是,负面口碑对购买量的影响则不显
著,这可能与负面口碑被大量正面口碑淹没以及网络购物消费者的购买观念有关。本研究结果为企业进行口碑传播带来了一定的启示:企业应当注重口碑传播的数量,通过大量高密度的正面口碑对消费者进行引导以促成购买;同时,注重网络
中意见领袖的作用,通过意见领袖对于口碑的传播来影响消费者的购买决策。关键词:社会化媒体 口碑传播 效果研究
Abstract
The rapid development of the has spawned a new concept of "social media", in simple terms, social media features is the ability to provide an almost zero threshold platform, eliminating the time difference of exchange, geographical restrictions. The same time, "from the media" features can reduce the asymmetry of information, allowing users to be able to enjoy a sufficient amount of information. It can be said that social media has been constantly updated progress at the same moisten things silently infiltrated into the lives of the vast majority of the new generation of young users.
For the study of word of mouth, academic research perspective is varied, munication, psychology, sociology, and then to consumer behavior, marketing and multiple perspectives are a number of research scholars at home and abroad, the papermainly from the marketing perspective, the study of the effect of word of mouth, mainly from word of mouth level of information (the number of word-of-mouth information, quality, etc.) to consider the effect of word of mouth.
As a munications brand and one of the most effective way of marketing, Word of mouth naturally added to Social Media Marketing army propagation characteristics, and word of mouth mouth to mouth among the social media platform for the dissemination pletelyYou can plish a great deal. But social media, word of mouth spread what effects? The enterprise Is it worth to make great efforts to carry out the social media word of mouth? Enterprises need to address the issue, but also the core of this study.
In this study, the munity-based women's fashion sites through the study of a particular social media, select the "beautiful" as template, beautiful website is a user sharing of goods, shopping experience munity, "Beautiful" in c