The Research On Broadcasting Of Online Commercial Rumors

Rumor is the oldest form of mass media in human’s history. As the developmentof modern society and appearance of the economy globalization, the relation betweenrumor and economic activities is getting closer. The great profit from the businessresults in the proliferation of the rumor in people’s life. Nowadays, when the Internetbecomes an indispensible part of common life, rumors have developed into variousformations and contents, especially for the business rumors. The objective of carryingout research about business rumor is to provide insight to prevent the creation ofbusiness rumor on the Internet, to guard the reputation of the enterprise, to protect therelationship between enterprise and customers, to increase brand’s value and also tobenefit the development of society and stability.The thesis, based on the definition and characteristics of Internet rumors, definesthe essence of online business rumors. Also, comprehensive analysis is carried out foronline business rumors by using the theory of communication.The thesis analyzes the process and characteristics of broadcasting onlinebusiness rumors. Research discovers that the life of online business rumors can bedivided into four phases, which are latent period, active period, mutation period anddecline period. The characteristics of online business rumors are investigated fromvarious aspects including broadcasters, contents, techniques, formations, ranges andeffects.The thesis proposed4different broadcasting modes for online business rumors:straight line mode, treelike mode, radiation mode and vortex mode. The author pointsout that the formula proposed by Allport and Postman correctly describes themechanism of rumor creation.The thesis carefully investigates the negative influence of online business rumorsto the enterprise in several aspects such as daily activities, image, decision and cost.Based on these studies, following coping strategies of online business rumors havebeen proposed:(1) establishing rumor warning system;(2) releasing the truth topublic in time;(3) seeking for help from third party.