期刊文献+

口碑传播与品牌建构探析

下载PDF
导出
摘要 口碑传播受到了越来越多消费者和品牌建构者的关注。广告作为一种信息传播活动,存在诸多不确定性,而口碑传播的巨大效力又吸引着越来越多企业建构口碑品牌。本文从大众传播模式下口碑传播对品牌建构的影响入手,分析其中的问题,并提出相应对策。
作者 庞玉立
出处 《现代营销(下)》 2024年第3期61-63,共3页 Marketing Management Review
  • 相关文献

参考文献5

二级参考文献56

  • 1[美]约翰·费斯克等编撰.《关键概念:传播与文化研究辞典》.李彬译.新华出版社,2004年,第122页.
  • 2Ratchford B T, Talukdar D, Lee M. A Model of Consumer Choice of the Intemet as an Information Source [J]. International Journal of Electronic Commerce, 2001, 5(3): 7-22.
  • 3Katz E, Lazarsfeld P F. Personal Influence: The Part Played by People in the Flow of Mass Communications [M]. New York: Free Press, 1955.
  • 4Arndt J. Role of Product-Related Conversations in the Diffusion of a New Product [J]. Journal of Marketing Research, 1967, 4(3): 291-295.
  • 5Gelb B, Johnson M. Word-of-Mouth Communication: Causes and Consequences [J]. Journal of Health Care Marketing, 1995, 15(3): 54-58.
  • 6Herming-Thurau T, Gwinner K P, Walsh G, Gremler D D. Elec- tronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Intemet? [J]. Journal of Interactive Marketing, 2004, 18(1): 38-52.
  • 7Newman M E J. The Structure and Function of Complex Networks [J]. SIAM Review, 2003, 45(2): 167-256.
  • 8Datta P R, Chowdhury D N, Chakraborty B R. Viral Marketing: New Form of Word-of-Mouth through Internet [J]. The Business Review, 2005, 3(2): 69-75.
  • 9Kim E, Lee B. E-CRM and Digitization of Word-of-Mouth [J]. International Journal of Management Science, 2005, 11(3): 47-60.
  • 10Hovland C I, Janis I L, Kelley H H. Communication and Persua- sion: Psychological Studies of Opinion Change [M]. New Haven: Yale University Press, 1953.

共引文献66

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部