Negative Effect Of IWOM And Coping Strategies

The word of mouth marketing is playing an increasingly important role In Product and brand promotion activities, especially IWOM has become a vital part in marketing strategies. However, word of mouth is a double edged sword that can bring word of mouth business, also because of the spread of negative word of mouth has brought adverse effects. Today, many people exaggerate the positive effect which Internet word of mouth marketers bring, while they ignore the role of negative word of mouth, or even lack of awareness and understanding about negative effect on IWOM. Therefore, this article stand on the position of marketers and largely research on negative effect that IWOM brings, and sum up the real reason of negative effects and formation mechanism. If they confront with the negative effect in future, we will propose the scientific recommendations for them.This study is divided into six parts: the first part introduces the background, the purpose and significance of research methods and the main innovation, as well as review of relevant literature and combing, and accordingly made a related literature review. The second part is the effect of word of mouth marketing network, including network classification of word of mouth marketing effect, the traditional word of mouth marketing, word of mouth marketing and the negative effect of the network compared to the negative effect of word of mouth marketing network harm. The third part is the negative effect of word of mouth network factors were all aspects of exploration, combined with relevant cases are described. The fourth part is the network to further spread of word of mouth marketing mechanism of the negative effects of an in-depth analysis, including word of mouth factor, communication processes, communication carriers, communication environment and communication with related theories elaborate. The last part is the conclusion of the induction and constructive suggestions, and finally proposes the limitations of the study and subsequent research.The main results are: The negative effect of word of mouth marketing for the network, we should not only consider the surface effects that it brings, we also take into account the practical influence it brings, the consumer behavior; Compared with economic effects, the social effects should be paid more attention; In order to eliminate the negative effect of word of mouth marketing network, we have to play the role of opinion leaders to develop their own product and brand loyal customer groups.The Innovation of this paper: the negative effect of IWOM were comprehensive and systematic; The negative effects of IWOM were divided, and according to the actual situation of enterprises, we provide some feasibility proposal in response to its negative effects; In this paper, we combine with extensive literature and use on various ways such as content analysis, observation, case analysis and other methods to explore. And use of the"theory of adverse selection,""The Butterfly Effect theory"of Communication and other related theories to analyze and think. They focus on factors that negative effect of IWOM, communication processes, environment and elements from the word of mouth, spreading vehicles to explore the mechanism of negative word of mouth.In short, this paper focuses on the negative effect of IWOM. We take the negative effects as the individual to study rather than as a chapter. What is more, we relate to the whole process about the word of mouth marketing communication, to discuss the effect of negative word of mouth. Thereby negative word of mouth research areas will be expanded and extended.