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网络口碑的传播特性研究述评 被引量:2

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摘要 随着互联网技术的快速发展及社会化媒体平台的普及应用,网络口碑传播对消费者乃至对企业品牌价值的影响日益强大。本文基于国内外网络口碑及其传播特性的相关文献梳理,先后比较探讨了负面网络口碑与正面网络口碑的传播影响力,指出传播过程中意见领袖的主导作用,以及强弱关系传播网络造成的对网络口碑传播广度和深度的不同影响。最后,通过口碑传播动机、特性及优缺点的介绍,提出了企业相关营销启示和展望。
作者 郑亚琴 陈姚
出处 《吉林工商学院学报》 2013年第3期33-37,共5页 Journal of Jilin Business and Technology College
基金 教育部人文社科规划基金"微博口碑营销对企业品牌价值影响的动态评价研究"(12YJA630197)
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参考文献11

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二级参考文献12

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二级引证文献7

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