The Study Of South Korea Tourism Brand IWOM Spread Based On Social Network Analysis

With the developing of internet neighborhood, the importance of brand oral spreading is surfacing and becoming an effective tool of the marketing industry.With Korean tourism brand as the study object,this research is meant to use social network analysis to reveal the basic mode of online oral spreading,in order to give some inspiration to marketing academic and industry on the oral spreading marketing management.This article convey :(1) there are no such core communicators in the oral spreading of tourism brand in the internet neighborhood, while the folk communicators build up the widely oral spreading;(2) the oral spreading of tourism brand depends on the mini groups of folk communicators rather than the folk communicators one by one;(3) as the basic unit of oral spreading, mini groups of folk communicators are not members-tightly-related,while the communications depend on the loose structures of folk communicators;(4) such loose structures of folk communicators use the co-member of different mini group of communicators to make the widely oral spreading of tourism brand happen.