| Nowadays, the increasing popularity of Reality show made Micro-blog a "ahotly contested spot" for word-of-mouth (WOM) marketing of various shows.Different from traditional marketing and top-down network marketing,micro-blog facilitates the affordances of anonymous, real-time, convenienceand interactive. also, the reality TV shows also has many different aspectsfrom marketing the traditional goods and services. Therefore, the principle andmechanism of the reality television shows WOM marketing on micro-blog isdistinguished from the conventional micro-blog WOM marketing mode.Based on the existing literature and thesis of traditional WOM communication,Internet WOM communication, micro-blog WOM communication, the rippleeffect of micro-blog WOM propagation model is proposed. Using this modeland adopts a case study of WOM marketing of “The Voice of China" onMicro-blog. The sender, receiver, WOM information ontology are settled as thethree main variables of micro-blog WOM ripple effect. Moreover, the furtherclassification will be applied, allowing to identify the how these differentvariables impact on the ripple effect of Reality TV shows WOM marketing.This research draws the following conclusions:1, The spreading effect of reputation in the micro-blog is composed of thewidth and length of the ripple effect. Different disseminated elements will havevary degrees of affect on the ripple effect in terms of its length and width. Thetotal outcome of ripples effect is the result of interaction between its width andlength;2, The influencing factors and relationship:(1) As the sender, the sender’s identity will not make any impact on the widthof the micro-blog reputation of the ripple effect.(2) On the subject,"search intention" is not the main motivation for readers onmicro-blog to spread the TV programs’ word-of-mouth info; it is very differentfrom Internet word of mouth communication. The acceptance from the receiverdoes almost no impact on the reputation of the ripple effect of reality TV showin micro-blog in; but the "opinions" and "emotion", is the main motivation formicro-blog recipient to spread the TV programs’ word-of-mouth information,therefore they have a relatively large influence on the ripple effect. (3) On the word of mouth information ontology, there was no significantdifference between the total effect associated search word or experience ofword of mouth and word of mouth of the ripple effect; correlation attitude andsuspense of word-of-mouth and reputation ripple effect of the overall effect hasa higher degree of association; professional reputation and word-of-mouthripple effect width are highly associated; and public praise and reputation ofthe ripple effect of length associated with a higher degree of positive word ofmouth and reputation; ripples width effect correlation degree is higher, but thecorrelation of double-sided reputation and word-of-mouth ripple effect lengtheffect in higher.3, At the same time, this paper compares the overall number of forwarding andshow good voice" hot micro-blog’s ratings within the sample gatheringperiod, and found a weak correlation in between, which proved thatmicro-blog word-of-mouth effect will have certain help on the reality TV show.Based on the research conclusion, this essay has provided recommendationon the communicator selection, on the push type and frequency to send wordof mouth and how to choose the reputation information is proposed on thereality TV show micro-blog reputation of marketing in the micro-blog. |
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