论网络口传中意见领袖作用的内在机理及其危机公关

The Internal Mechanism of the Role of Opinion Leaders of IWOM and Crisis PR

网络时代,网络口碑传播已从众多的传统营销模式中脱颖而出,成为企业和广告商青睐有加的营销手段。越来越多的人利用网络这个平台,公开发表自己对于某种社会现象或社会问题的见解并提出意见,网络意见领袖应势而生。在网络环境下,意见领袖作用的内在机制表现在作用层面、作用平台和作用表现三个方面。对于网络口传中的负面影响,要充分发挥意见领袖的作用,做出适当的危机公关。企业应正确认识和对待网络意见领袖的作用机制、影响力及危机公关,为网络口碑营销开拓新路。

IWOM （Internet World of Mouth） has stood out from many traditional marketing models and became a favored marketing tool by companies and advertisers in the Internet age. Opinion leaders emerge as an increasing number of people are using the Internet plat- form to publish their own opinions and advices for some social phenomena or problems. Under the Internet environment, the internal mechanism of the role of opinion leaders works in three aspects in terms of effective level, platform and performance. The negative im- pact of IWOM could be decreased by appropriate crisis PR with the help opinion leaders. Enterprises may make full use of the mecha- nism and influence of opinion leaders and crisis PR in a way that develops a new approach of IWOM.