The Influence Of Micro Word Of Mouth Spread On TV Drama Program

With the rise of We Chat,the WeChat platform's circle of friends,the relationship between sender and receiver,and even the recipient(re transmission)and different recipients(different re transmission)between the relationship,and micro-blog has subtle differences.Based on the theory of online word-of-mouth communication,this paper draws lessons from the previous research results of communication science.Based on the "network information transmission mode relative to one node" proposed by XieXinzhou of Peking University,this paper sketches out the new microblogging,The use of social influence theory and social interaction theory to be analyzed.Based on the theory of communication model proposed in this paper,we use the case analysis method,and make a quantitative analysis of the popular articles of some microblogs,To make the following conclusions: the ratings of the drama dramadrama on the hit TV drama ratings in the early positive correlation,word of mouth bias on the hit TV ratings in the late significant impact,the key leaders lead to secondary fermentation.The use of micro-word of mouth there are obvious advantages of the existence of limitations.A wide range of audience base to make a wider range of micro-word-of-mouth communication,real-name system and openness to enhance the credibility of micro-word of mouth,efficient communication to create efficient micro-word of mouth communication platform,diversified forms of communication rich micro-word of mouth communication process;Groups,the process of controllability of communication,micro-word word of mouth is relatively closed and other limitations.Suggested that the TV series in the guarantee of content is king,conscience production under the premise of effective word of mouth management and borrowed to promote the second fermentation to enhance their influence.