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过载信息环境下负面口碑的影响

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摘要 随着网络信息传播内容的增加,负面口碑在创新扩散过程中的影响不断扩大。依据ABM模型架构,进行了两品牌的竞争创新扩散的计算机仿真。最终得出结论:在负面口碑影响比正面口碑影响更大的情况下,随着网络中信息的增多和交流的频繁变动,负面口碑的影响更大;但相对来说负面口碑影响的扩散速度相对较慢。企业在新产品的营销中应抓住关键时期,抑制和减少负面口碑。
作者 马中奎
出处 《商场现代化》 2017年第4期42-44,共3页
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