The Research Of TV Program’s Word Of Mouth On SNS

Online word-of-mouth has became an common communication phenomenon as living on-line is an part of our life. Current researches on on-line word-of-mouth were most studied from the perspective of marketers, seeing the communication of online word-of-mouth as an method of marketing, while little study is in the receiver’s perspective.This paper aimed at studying the deep motivation of TV program’s online word-of-mouth on SNS in the receiver’s perspective and The Voice of China of Zhejiang TV as example. The finding is that receiver is not the target of marketer, they are initiative to involve in online word-of-mouth for the reason that they have needs for attaining and sustaining social capital. The phenomenon caused by grand environment and the needs of receiver in microcosmic.