| 基于微博的网络口碑传播研究 |
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| 引用本文： | 周宁,李林.基于微博的网络口碑传播研究[J].江苏商论,2014(7):31-35. |
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| 作者姓名： | 周宁 李林 |
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| 作者单位： | 上海理工大学管理学院,上海200093 |
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| 基金项目： | 国家自然科学基金项目（70971089）,上海市教委发展基金项目（03GK12,05ES74） |
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| 摘 要： | 基于以往的研究文献本文以《爸爸去哪儿》的新浪官方微博为例,采用实证研究的方法,分析了微博数量、网络传播者或意见领袖的传播能力、话题讨论等因素对于口碑传播的影响。提出了上述因素与口碑传播呈正相关,进而对基于微博的网络口碑传播进行分析,提出了微博口碑传播的优势与局限、基于微博的网络口碑传播模式图以及企业如何有效地利用微博这一媒体工具提高自己的网络口碑。
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| 关 键 词： | 网络口碑 口碑传播 微博 传播模式 |
The Research on the Network word-of-mouth Communication based on Micro-blog |
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| Zhou Ning,LI Lin.The Research on the Network word-of-mouth Communication based on Micro-blog[J].Jiangsu Commercial Forum,2014(7):31-35. |
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| Authors: | Zhou Ning LI Lin |
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| Institution: | (School of Management,University of Shanghai for Science ＆ Technology, shanghai, 200093, china) |
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| Abstract: | Based on the previous research literatures, for example, ＂where＇s dad＂ sina official micro-blog, we make the empirical study on the number of micro-blog, the ability of network propagator or opinion leader influ- ence on word-of-mouth communication. The above factors show positive correlation with the word-of-mouth communication. The network word-of-mouth communication was further analyzed based on micro-blog to put forward some advantages and disadvantages, mode pattern, and how the enterprise use micro-blog to improve their own network word-of-mouth. |
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| Keywords: | Network word-of-mouth Word-of-mouth communication micro-blog Communication mode |
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