Study On The Effectiveness Of Social Media Word-of-mouth Communication

The rapid development of the Internet has spawned a new concept of "social media",in simple terms, social media features is the ability to provide an almost zero thresholdplatform, eliminating the time difference of exchange, geographical restrictions. The sametime,"from the media" features can reduce the asymmetry of information, allowing usersto be able to enjoy a sufficient amount of information. It can be said that social media hasbeen constantly updated progress at the same moisten things silently infiltrated into thelives of the vast majority of the new generation of young users.For the study of word of mouth, academic research perspective is varied, fromcommunication, psychology, sociology, and then to consumer behavior, marketing andmultiple perspectives are a number of research scholars at home and abroad, thepapermainly from the marketing perspective, the study of the effect of word of mouth,mainly from word of mouth level of information (the number of word-of-mouthinformation, quality, etc.) to consider the effect of word of mouth.As a corporate communications brand and one of the most effective way ofmarketing, Word of mouth naturally added to Social Media Marketing army propagationcharacteristics, and word of mouth mouth to mouth among the social media platform forthe dissemination of completelyYou can accomplish a great deal. But social media, wordof mouth spread what effects? The enterprise Is it worth to make great efforts to carry outthe social media word of mouth? Enterprises need to address the issue, but also the core ofthis study.In this study, the largest community-based women’s fashion sites through the studyof a particular social media, select the "beautiful" as template, beautiful website is a usersharing of goods, shopping experience exchangeinteractive community,"Beautiful" incooperation with Taobao e-commerce business promotion, are the elements of a set ofcharacteristics of social media and e-commerce as one of the website. The second is thestudy of the effect of word of mouth spread, the most intuitive rendering is word of mouthfor commodity sales."Beautiful" site can provide the public reputation data, such as forthe evaluation and purchase of a commodity number, provides a convenient experimental platform to test the effect of word of mouth.In this study, We use a content analysis of empirical research methods, through theacquisition of "beautiful" the public reputation the data analysis IWOM differentdimensions for the promotion of the purchase amount, how can intuitively reflect the wordof mouth. The study found: the number of word of mouth, the number of positive word ofmouth, and the number of fans of the communicators purchases a significant role inpromoting. Traditional word of mouth, negative word of mouth on the purchase amountwas not significant, and negative word-of-mouth, this may be a lot of positive word ofmouth flooded as well as the concept of online shopping consumers’ purchasing.The results of this study for the enterprise to word of mouth to bring someinspiration: companies should focus on the number of word-of-mouth spread positiveword of mouth through a large number of high-density consumer guide to facilitate thepurchase; same time, pay attention to the role of opinion leaders in the network,throughopinion leaders for the spread of word of mouth to influence consumers’ purchasedecisions.