The Effect Of Social Type Of Virtual Community Marketing On Word Of Mouth Communication Behavior

The development of the Internet has brought new development opportunities for word of mouth. It breaks through the reality environmental constraints, and greatly expands the scope and form of dissemination. Social type of virtual community basing on real social relationships has become mainly word-of-mouth marketing campaign position of enterprise, with features of huge user base, centralized user characteristic and strong interaction. Enterprise investment for social type of virtual community has increased year by year. But in the virtual network environment, it is more difficult for enterprise to control the content and direction of propagation of the word-of-mouth information. So whether the enterprise can impact word of mouth by the marketing activities in social type of virtual community or not, and how the marketing activities impact word of mouth, are issues worth being studied.By means of literature review and theoretical summary, this paper presents three factors, by that social type of virtual community marketing impacts the word of mouth communication behavior:enterprise online marketing activities, virtual community participation and members’online word of mouth motivation. Based on these three factors, we establish a research model and make underlying assumptions. And we prepare the questionnaire based on Renren Wang, students are main respondents. Through empirical research, we want to answer the following questions:in social type of virtual community environment, how could enterprise marketing activities impact members’word of mouth communication behavior, how virtual community participation impacts members’word of mouth communication behavior, and how should enterprise guide word of mouth communication behavior In this paper, we use Spss and Amos software to do data analysis (include reliability analysis, validity analysis, factor analysis and structural equation modeling analysis) to verify the assumptions and models we made, and get the following conclusions:enterprise online marketing activities, virtual community involvement and members’online word of mouth motivation can have a positive impact on members’word of mouth communication behavior, enterprise online marketing activities can also impact word of mouth communication behavior indirectly via members’ online word of mouth motivation. Finally, basing on empirical research conclusions, we present some suggestions for enterprises to develop word of mouth marketing effectively.