Opinion Leaders In The Web 2.0 Marketing Communication Of Social And Psychological Attribution Analysis

Since Web2.0 has disrupted the whole communication model, the forms, influences and the forming process of opinion leaders have all been changed. At the same time, the assembling forms of audience and the formation of group opinions are totally different with the ones in traditional media environment. Behind all these revolutions, there are some psychological influences for both the opinion leaders and the audience groups, as well as in there interactions. In this thesis, we put the opinion leaders on the platform of Web2.0 to study and absorb social psychology as the study angle. We have combined the qualitative and quantitative methods together. Firstly from the aspect of opinion leaders, we defined their self formation, resources of self recognition, self-presentation behavior, imagination management, self-esteem formation, and personal branding motivations by theory analysis and case study. Then from the aspect of audience, we have concluded the preference towards opinion leaders, messages for communication, and the level of influence caused by opinion leaders with the method of questionnaire researches. Finally, we have listed some practical strategy suggestions based on the conclusions from both sides.