Internet Word Of Mouth On Consumer Behavior And Marketing Strategy

In this article, the author discussed the word of mouth and relevant research at the first. In the irritate-react model, the author analyzed the influence caused by word of mouth from the aspect of the characteristics of consumers and the decision making process of consumers. And then, the author discussed the relevant research of CRM, contact point.Next, the author introduced the definition of IWOM and its communication channels. And then, the author compared IWOM and word of mouth in the communication theory context. With the development of Internet, consumers can search and share information much easily, the circumstances of gathering of consumers are changed.Based on the former conclusion, the author conducted semi-structured interviews to discuss the relationship between IWOM and the involvement, and the reason of the preference of Internet media, and the opinions of the expert source/opinion leader source of IWOM, and the motivations of spreading IWOM, and then comes the conclusion.At last, the author put forward the suggestions for companies to do IWOM marketing, based on the former discusstion.