Research On The Public Opinion Creating Of Internet Marketers

In recent years, Internet marketers have become a vital driving force participating actively in hot spotevents with public opinion on China’s internet. Since the first appearance of internet marketers in people’sview in2005, they have been a significant marketing method. Their opinion creating actions have graduallyinfluenced the development trend of China’s Internet opinion, and become a social phenomenon attractingthe common concern of both the general public and the scholars.The emerging of internet marketers is an inevitable product of China’s internet popularization and theincreasing demand of internet marketing, as well as an Internet transmission phenomenon with abundantconnotation. Internet marketers are individuals or organizations that create and promote internet opinion;they take advantage of Internet public space to spread the comments of the minority to the opinion of therelatively majority, thus realizing information transmission of social opinion topics. Internet marketers arethe sponsors and participants in advertising actions of advertising activities relying on advertising effectobtaining from internet opinion creating. This is a cultural phenomenon with typical characteristics; it isformed in opinion creating activities and the process of internet opinion accruing and spreading featured byinternet marketers.The opinion created by internet marketers is provided with the basic characteristics of general publicopinion. The research methods and theoretical achievements of Public Opinion are of fundamentalreferencing meaning for analyzing and interpreting the opinion creating activities of internet marketers.Based on the inscapes of public opinion, we can analyze the composing characteristics of the opinioncreating activities of internet marketers. According the generating route of general internet opinion, we caninfer that of the opinion creating by internet marketers.Analyzing from the difference between general internet opinion and that created by internet marketers,we can summarize the characteristics of the generating route of the opinion created by internet marketerswhose behavior is a kind of special advertising action. Therefore, the fundamental principles ofAdvertisement provide powerful theoretical tools for researching the advertising attribute and marketingmeaning of internet marketers’ behavior. Based on the basic rules of advertising information transmission, we can generalize the transmission characteristics of the advertising action of internet marketers, so as toclarify its reconfiguration between advertiser and advertising media, the transformation of the targetedaudiences, as well as the enrichment of transmission channels and the differentiation of transmissionpurposes. Meanwhile, the marketing mode of internet marketers also possesses the features of word ofmouth marketing and that of viral marketing.There are differences and connections between the opinion created by internet marketers andadvertising opinions, since internet marketers create a kind of special advertising opinion. While followingthe general features of advertising opinion, this special opinion morphology changes the general law andfundamental morphology of the advertising opinion processing by showing the contradictions insideopinion between media view point and individual awareness, between public idea and media view point,between advertising appeal and public issues amid the process of opinion creating, thus generating a kindof potential consuming opinion transmitted in the form of opinion commercialization.Internet marketers enjoy constant development, whose influence is not restricted to introduce a webcelebrity or hype an online event. Currently, corporatized and specialized internet marketers have beenequipped with major social influence; however, most of their influence is negative due to the lack ofeffective supervision and guidance. Their negative impact focuses on several aspects such as kidnappingpopular will, impeding the cultivation of mainstream values, weakening the judgment on informationauthenticity of the public etc. As an emerging thing booming in the internet, internet marketers also showsome positive influence by relocating the right of speech in network as well as providing possibility ofchannels to express popular will.