Research On The Effect Of Micro-blog Negative Word-of-mouth On Consumer Implicit Attitude

Internet word of mouth has been a hot topic for theoretical researchers and business managers.Its influence on consumer attitudes and behavior has been widely recognized.As a type of Internet word of mouth,microblog profoundly changed brand and consumer communication mode through its unique relationship building forms,interactive communication type as well as propagation diffusion effect,it also provides new approach for consumers to acquire and share brand information.Studies have shown that negative word of mouth causes more significant influence than positive word of mouth,which will have significant impact on the enterprise brand image shaping and consumer brand attitude,brand management needs to be concerned about it and explore how negative word-of-mouth affect consumers’ brand attitude.Based on the related literature review of research on micro blog communication theory,network reputation theory and dual brand attitude theory,we tease out the factors that negative word-of-mouth impact on consumer implicit brand attitude,by using the implicit association test(IAT),we make it clear that how all factors of microblog negative word of mouth affect on consumers brand attitude.Research results show that:(1)micro-blog negative word-of-mouth can significantly reduce the implicit attitude of consumers,enterprises need to actively communicate effectively to reduce the negative effects of negative word-of-mouth micro-blog consumer implicit brand attitude;(2)compared to the content type of negative word-of-mouth,the effect that emotional type of negative word-of-mouth have on consumer’s implicit attitude is more significant,enterprise in particular need to control the number of emotional negative word-of-mouth to reduce the impact brought by emotional negative word-of-mouth;(3)The influence of the number of negative word of mouth on consumers’ implicit attitude is not significant,the enterprise should pay more attention to the quality and type of the negative word of mouth;(4)the recipient will have significant influence on the professional degree of consumer implicit attitude,when audience is more professional,implicit attitude tends to be more difficult to be changed;(5)source credibility implicit attitude has significant influence on consumers,.Research results can be applied to the practice of micro-blog management.First of all,enterprises should establish a sense of concern about the negative reputation of micro-blog,micro-blog will be to enhance the management of negative reputation to micro-blog operational strategy level,micro-blog negative word of mouth for supervision and management.Second,companies need to focus on the quality and type of negative word of mouth,in particular,to reduce the impact of emotional type of negative word of mouth on the consumer.Third,the enterprise should pay attention to the voice of the opinion leaders in the negative word of mouth,instead of doing good communication,reduce the negative evaluation of the major damage to the corporate brand.Fourth,enterprises should develop a scientific and effective brand micro-blog communication strategy to enhance the professional level of the recipient,to maintain the stability of the implicit attitude of the consumer brand.