网络口碑营销中意见领袖的应用

随着社会化媒体的快速发展,借助网络口碑的营销价值从而有效实现互联网经济下的精准营销已成为企业的研究热点。意见领袖通过发布具有号召性的评论信息影响其他消费者的购买决策过程进而产生营销价值,使之成为影响口碑传播效果的关键因素。本文主要在借鉴网络口碑营销过程的前提下,探讨通过加强意见领袖管理以期提高网络口碑营销效果。     

基于Web2.0背景的网络口碑营销

口碑营销是一种情感营销,由于网络打破了企业与消费者,消费者与消费者之间的间隔,使口碑营销又有了新的发展。与传统的口碑营销相比,基于Web2.0背景的口碑营销具有可信度高、趣味性、营销成本低等特点,企业在网络社区中开展口碑营销时,可以借助社群中参考团体、意见领袖和中间方的力量,使口碑营销活动顺利进行。     

社区营销模式分析

网络社区是web 2.0时代的消费者最重要的聚集地之一,企业针对网络社区的营销活动也日渐增多。通过梳理学界对社区营销的相关研究和业界运作社区营销的实践,对社区营销模式进行了粗浅的分析,得出事件营销、口碑营销、双线营销、意见领袖以及危机营销等五种社区营销模式。     

论网络环境下的口碑营销

随着互联网的普及和发展,网络口碑成为消费者和企业关注的热点,同时也给企业的营销活动带来新的活力,网络口碑营销日益成为企业追逐的一种公关和营销手段。本文主要讨论了网络口碑的涵义和特点、并进一步探讨了网络口碑营销的弊端及开展方法。     

电子商务环境下口碑营销作用研究

在电子商务环境下,随着网络参与消费者生活进一步增多,口碑营销发挥着越来越重要的作用。通过口碑营销,企业能够有效发掘潜在顾客和促进购买决策、缔结品牌忠诚度。电子商务环境下口碑营销的进行要从好的产品和服务开始,选择意见领袖并且要帮助其使用网络工具。随后,本文探讨了口碑营销的一些技巧。最后,本文说明了口碑营销要和广告相结合才能够发挥出更大的作用。     

大数据时代电商企业网络口碑危机预警研究

网络口碑的跨时空传播与匿名性为企业危机的潜伏提供了便利。在分析网络口碑特征及其负面网络口碑危害性的基础上,从网络口碑信息采集与主题挖掘、网络口碑情感分析、基于专家意见的预警边界设置三个方面,提出了基于在线网络口碑挖掘的危机预警动态分析机制,为企业网络口碑危机的识别和管理提供了重要意见。     

互联网时代下口碑营销问题和对策研究

伴随着网络技术的发展和信息的快速传播,互联网营销出现在人们视野,成为热点,因此利用网络进行的口碑营销越来越受到企业的关注和重视。首先阐述了关于网络口碑营销的一些相关理论;其次分析了淘宝网口碑营销现状;在现状的基础上分析当前口碑营销存在着营销方式单一、口碑营销可控性不强等问题;最后提出在口碑营销实施过程中应培养网络中的意见领袖、注重产品质量、提高口碑可信度、重视负面口碑的管理以及让顾客参与进行体验式营销等对策。     

论意见领袖的作用及在校园营销中的选择

互联网技术特别是Web 2.0技术的迅猛发展,使得以青年为主体的网络意见领袖群体异军突起。而在校大学生等青年政治精英群体则成为了网络青年意见领袖的重要组成部分,网络青年意见领袖的影响力波及社会的各个层面,对于社会的发展与进步起着不容忽视的作用,同时,意见领袖在不断发展的过程中在传播信息方面也存在一些问题,文章将意见领袖在当今的发展趋势、存在的问题,以及在校园营销的领域如何选拔合适的意见领袖进行了一系列的探讨。     

网络口碑的传播机制及应用策略研究

随着互联网技术的快速发展,网络口碑已逐渐成为企业的一种有效营销工具.本文在阐述网络口碑内涵和特征的基础上,分析了网络口碑的作用、传播机制及其对消费者购买决策的影响,并进一步给出了企业口碑营销的基本策略.     

浅析中国酒店业的网络危机公关

网络危机公关是信息时代企业危机管理的核心内容。酒店业容易受到外界危机的影响,属于脆弱性和敏感性行业,危机公关显得尤为重要。通过了解网络危机公关面临的新特点和内在机理,运用案例分析目前中国酒店业的网络危机公关的应用现状,针对中国酒店业的网络危机公关存在的问题,提出建立危机预防机制、重视不同网络危机公关方式的应用、选择素质好的企业发言人、网络危机公关方式要恰当等对策。     

Insurance Sales Agents and the Internet: The Relationship Between Opinion Leadership,Subjective Knowledge,and Internet Attitudes

The Internet offers a number of opportunities and threats for insurance sales agents. On the one hand, the Internet provides opportunities to communicate with and reach customers. However, it also introduces the risk of losing business to insurance providers or competitors. These opportunities and threats create a need to understand the characteristics that may affect the views of insurance agents regarding the Internet and its impact on their business. This paper compares insurance sales agents' scores on an opinion leadership scale (Flynn, Goldsmith, and Eastman 1996) and subjective knowledge scale (Flynn and Goldsmith 1999) with their attitudes toward the Internet. The results suggest that those insurance sales agents with a higher level of subjective knowledge about the Internet are more likely to be opinion leaders about the Internet. Both opinion leaders and those with higher levels of subjective knowledge have a more positive attitude about the Internet, but only the relationship with opinion leadership is significant. In addition, those insurance sales agents who are younger (than the approximate mean age of 46 years old) are more likely to be opinion leaders and have a higher level of subjective knowledge of the Internet. The results suggest that perceived knowledge and the willingness to discuss the Internet with others impact one's attitude of it, and that the younger insurance agents will play a leading role in how the Internet will be used.     

网络社区环境下企业营销分析

网络社区环境下企业营销存在的问题是暴力营销帖、营销信息遭质疑、即时沟通有待提高。为有效解决这些问题,企业应实施话题营销策略,提高企业的社区关注度,增加用户对企业的认知度;通过意见领袖评价企业产品的质量特性以及不同产品间的优缺点,对用户消费行为发挥导向作用;配备专门的社区营销人员,及时对社区舆论进行引导,传播产品信息,引导用户的消费观;企业应借助或建立恰当的广告平台,在不同的社区内投放不同的广告,创建新型的广告模式,从而有效提升企业营销效果。     

商业银行危机营销的博弈分析与客户忠诚研究

许霆事件引起了社会各界尤其是网络与法律界的广泛关注,运用博弈分析方法研究商业银行对许霆事件的危机营销措施并得出结论:商业银行在此博弈中应该选择借势营销、开展广泛的营销活动,而不是诉诸法律;在分析危机营销的基础上研究商业银行的客户忠诚并得出结论,最后提出相关建议。     

Indicators of opinion leadership in customer networks: self-reports and degree centrality

In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to analyze opinion leadership in smartphone adoption. We find that degree centrality indicates opinion leadership, but that self-reported opinion leadership indicates opinion leadership only under the right social circumstances. In case of weak to moderate network ties, the effect of self-reported opinion leadership is not significant. However, self-reported opinion leaders more effectively influence their strong ties. This study sheds light on indicators of opinion leadership and provides insights for managers to improve their social marketing campaigns.     

A Personality‐Competence Model of Opinion Leadership

Opinion leaders constitute a central consumer segment for targeted marketing strategies. By separating opinion leadership into a generalized and domain‐specific component, this study examines the psychological profile of N = 417 consumers from Germany and incorporates opinion leadership into a hierarchical framework of human personality. Results emphasize two major sources of domain‐specific opinion leadership (DSOL): personality in the form of a general, domain‐independent influencer trait and competencies in terms of product‐specific knowledge. Moreover, the study highlights a number of traits including the Big Five of personality, typical intellectual engagement, and general self‐efficacy that form a distinct personality profile of DSOL. The effects of these personality traits on DSOL are partially mediated by generalized opinion leadership and objective knowledge.     

Give or Take on the Internet: An Examinationof the Disclosure Practices of Insurance Firm Web Innovators

Theories of corporate social responsibility suggest that there ought to be a balance between what business takes from society and what it gives back in return. Recently, the practice literature within the insurance industry has been heavily pushing for the development of the Internet as a tool for commerce while virtually ignoring the role it could play in terms of information disclosure to stakeholders. This study examines whether insurance firms themselves reflect this emphasis, or whether companies that are industry leaders with respect to web innovation for product marketing are also leaders in using the web for information disclosure. A study of the web pages for 40 property and casualty firms drawn from Franzis (2000), shows that financial disclosure for the overall sample is at best moderate. The disclosure of social responsibility information on these web pages is quite low, on average. Further, and importantly from a social balance perspective, the web innovators in terms of product marketing are not industry leaders in terms of information disclosure.     

略论网络社区营销的实施策略

网络社区的蓬勃发展推动了网络社区营销的深入开展。网络社区营销活动具有精准性、互动性、成长性、软性营销的特点。企业可以借助网络社区开展市场调查,传播促销信息,实施活动营销,塑造品牌形象。网络社区营销还可以帮助企业强化危机管控,管理公共关系。     

Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs

There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies.     

Who is the “Self” that Buys?: An Exploratory Examination of Imaginative Consumption and Explanation of Opinion Leadership

The present research, first, combines literatures on self‐theory, imaginative consumption, and opinion leadership. Second, the research, using self‐theory, explores individual difference variables predictive of imaginative consumption in two studies using different populations. The results reveal fashion product involvement, self‐esteem, fashion knowledge, idea shopping motivation, and probability of a mispurchase influence the degree to which an individual imaginatively consumes fashion products. Third, the research makes a contribution by explaining from where opinion leaders derive their abilities—imaginative consumption. In contributing to scholarly work, the research explains the role of imagination and opinion leadership in both theories of self‐verification and self‐enhancement. Managerial implications include identifying potential opportunities for marketing communications and retail management. The findings are promising and encourage further exploration of the phenomenon of imaginative consumption.     

Using online opinion leaders to promote the hedonic and utilitarian value of products and services

Research and applied evidence suggest that online opinion leaders are important promoters of products and services. However, managers and firms need to choose which opinion leaders to work with and better understand how to collaborate with those leaders to promote different types of products and services. Online opinion leaders should be used to promote the experiential (hedonic) and functional (utilitarian) value of products and services over different online forums. In this article, we describe how online opinion leaders can serve appeal leadership functions, serve knowledge leadership functions, and take multiple roles (e.g., experts, celebrities, micro-celebrities, micro-influencers, early adopters, market mavens, enthusiasts). We then present a five-stage planning process designed to guide partnerships with online opinion leaders. Specific steps in the process include: planning (setting the objectives of the campaign and the role of online opinion leaders), recognition (identifying influential and relevant online opinion leaders), alignment (matching online opinion leaders and online forums with the products or services promoted), motivation (rewarding online opinion leaders in a way that aligns with their social role), and coordination (negotiating, monitoring, and supporting the influence of the online opinion leaders).