Research On The Influence Of Characteristics Of Internet Word-of-Mouth Communicators On Consumers' Brand Attitudes

The arrival of the information age has given social networks a richer connotation.From simple interpersonal communication in the past to today's diversified self-media operations,network traffic and network marketing have become key elements in corporate marketing activities.The opinions and ideas formed by online discussions of products and services initiated by different companies and consumers on social platforms will further generate word-of-mouth effects.This is Internet word-of-mouth.Its communication medium is mainly composed of three aspects: disseminator,communication channel and receiver.Studies have shown that the rising live broadcast platform is guiding consumer purchase behavior through the popularity of relevant communicators,for example,the professionalism of the communicator,the attractiveness of the task,the attractiveness of the society,the attractiveness of the appearance,etc.Gain consumer trust,which in turn leads to brand awareness,perception,and purchase behavior.In recent years,scholars' research on Internet word of mouth has mainly focused on Internet word of mouth itself,the professionalism of Internet word of mouth communicators,and Internet word of mouth audiences,and has focused on analyzing the role of word of mouth through consumer recognition channels.Based on literature theory research,this article defines the conceptof the characteristics of the professional network of online word-of-mouth communicators,task attractiveness,social attractiveness,attractive appearance,trust of online word-of-mouth,consumer brand attitudes and product involvement.Based on the characteristics of the researcher,research the consumer's brand attitude,and explore the impact of cognitive trust and emotional trust on their brand attitude at different levels of consumer product involvement.Based on the analysis of S-O-R model and sentiment information theory,the relationship between the variables is discussed,and research hypotheses are proposed accordingly.The existing questionnaire is used to design a questionnaire,and statistical software SPSS20.0 and AMOS21.0 are used to conduct an empirical analysis of 334 valid questionnaires collected and test hypotheses.The analysis results show that the characteristics of online word-of-mouth communicators influence consumers' brand attitudes through cognitive and emotional paths,and with the involvement of consumer product involvement,they will negatively regulate cognitive trust,emotional trust and consumer brands Relationship between attitudes.The empirical results found that the characteristics of online word-of-mouth communicators in social networks will affect consumer brand attitudes through two paths,that is,the cognitive path and the emotional path,and with the change of their consumer productinvolvement,it is caused by the cognitive path Consumer brand attitudes are prone to change.This discovery not only completes previous theoretical research,but also provides a theoretical basis for companies to effectively manage online word of mouth and formulate corresponding brand strategies.