| A study Mckinsey. a consultancy, concluded that word of mouth is hidden in the primary impact factors of20%to50%customers purchase decision. Word of mouth covers from watching films, reading books to visiting web sites etc. Reports suggest micro-blog and micro message has become the most popular social media platform in China. Therefore, how to construct and implement the seed, buzzer and virus marketing strategy by effectively by social media such as micro-blog, is the dilemma that business and marketing management must confront.This paper attempts to explore the diffusion structure of the virus information as well as the viral marketing development in Chinese micro-blog environment and the research object is the spillover effect of WOM. First, expounds the realistic background in micro-blog WOM marketing industry and reviews the related research. Secondly, builds the diffusion model and carries on the positive research by using the method that combines graph theory and social network based on the platform of Sina micro-blog. Finally, puts forward some constructive suggestions for micro-blog WOM marketing strategy and the specific methods.This study finds that the hubs of weak correlation and direct correlation have the most powerful virus influence effect. But the information diffusion structure of these dimensions tend to flat, and it will impede the spread of virus marketing information. Hence, enterprises have to pay attention to these two kinds of hubs in the development of micro-blog WOM marketing, and select the large number of hubs as the information transfer. By expanding the scope of the information dissemination, it could improve the efficiency of micro-blog WOM marketing. The research result can be used to deliver new methods and some improvements for the enterprise, and finally bring enormous economic benefits. |
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