Research On Interaction Between Opinion Leaders And Users In Internet Word-of-Mouth Communication

With the development of Internet technology,the emergence of online communities has provided a platform for word-of-mouth communication.Word-of-mouth communication has long been passed on not only by face-to-face interpersonal communication.At the same time,with the recent increase in consumption and the people's pursuit of higher quality of life,the demand for cross-border shopping has surged.In addition to the UGC content produced by users in the shopping community,there are also PGC content produced by professional opinion leaders.The content from the community effectively eliminates the uncertainty of users in cross-border shopping.In this context,a combination of shopping communities with shared shopping experiences,merchandise experience and shopping features has captured a large number of users.This article takes the Xiaohongshu shopping community as an example,based on the interactive ritual chain proposed by Collins,combined with the online word-of-mouth communication in the current online shopping community.Research on the interaction between opinion leaders and users in the community,and use this as a basis to explore the characteristics and prospects of online word-of-mouth communication interaction.This research aims to provide an academic study on the current word-of-mouth communication through comprehensive research in communication and sociology,and provide ideas for optimizing its future development path.