Research On Word Of Mouth

Word of mouth is superior to media advertisement and any other marketing activities regarding communication focalization and extending ability. As is shown by some researches, word of mouth plays a significant role in influencing consumers' attitudes and behaviors. It has also been discovered that Chinese consumers have a strong tendency of consumption homogeneity and tend to follow the mainstream and make individual comparisons. Therefore, individual models have a much greater influence than mass media. At present, the way of marketing changes revolutionarily with the continuous development and diversification of media technology. As an original and effective tool of media communication, the significance of word of mouth has been recognized.From the perspective of consumer information transmission together with the consideration from the fields of communication, marketing, psychology and sociology, this thesis makes a summary of both theory and practice of word of mouth. Based on the theory of consumer behavior and interpersonal communication, the thesis makes a text study and case analysis. It presents the enhancing function of word of mouth in consumption strategies and it also points out that theoretically and strategically word of mouth is an improvement of buzz marketing. The author holds that marketing people can employ word of mouth more effectively to convey their intended information through abstracting the content of word of mouth and finding key characters in interpersonal communication web and can spread word of mouth more rapidly among people by control of the transmission of negative information and design of the scale of communication mass.