The Impact Of Internet Word-of-mouth Alienation On Cross-cultural Country Brand Communication

The relationship between national brand and enterprise brand is increasingly close.The rise of Chinese brand is inseparable from brand international communication.Under the Internet environment,online word-of-mouth is one of the important tools of brand communication,but the Internet also intensifies the alienation of online word-of-mouth,especially in the process of cross-cultural brand communication,this phenomenon of word-of-mouth alienation will be magnified again,so that different countries,different online word-of-mouth communicators have different brand attitudes towards the same brand,which will affect the brand competitiveness.This study takes the mobile phone industry of China,Japan and South Korea as an example to study the influence of online word-of-mouth alienation on cross-cultural national brand communication,integrating the related theories of online word-of-mouth communication effect,national brand effect and brand communication.Huawei,Sony and Samsung are selected as the main research objects,and Apple from the United States is selected as the reference object.Respectively collect the relevant word-of-mouth data of the four brands in the forum from China,Japan and South Korea,and the shopping website and portal website from China.The data collection range is mainly 2017-2019,with a data collection volume of more than 700 thousand.Based on the preliminary data mining of the data by using emotional tendency analysis and text perspective mining technology,the Online Word-Of-Mouth Brand Emotional Index Model and "Attention-Satisfaction" Quadrant are constructed to further quantify and visualize the data.The results of online word-of-mouth alienation show that,(a)Online word-of-mouth communicators with high product involvement and brand familiarity are more inclined to give objective and clear-cut brand evaluation,whereas they are more inclined to give subjective brand evaluation.(b)Online word-of-mouth communicators,brand source countries,and national cultural characteristics play a regulatory role in brand attitude.(c)Local brands and reference brands have higher dominant brand competitiveness advantages.(d)The evaluation of invisible brand competitiveness in different countries is consistent.(e)To a certain extent,the invisible brand competitiveness can predict the dominant brand competitiveness.(f)Thereare different degrees of consumer nationalism in different countries,but consumer nationalism is a double-edged sword for brand competitiveness.(g)The formation of brand characteristics is helpful to enhance the invisible brand competitiveness,but has no significant correlation with the dominant brand competitiveness.(h)Product quality is always the primary concern of the public to the brand,followed by brand personalization,after-sales service,price and other factors are the booster of brand communication.On the theoretical level,this study collates and reviews the relevant literature of brand attitude,brand competitiveness,online word-of-mouth and national brand,explains the differences of brand competitiveness in the process of cross-cultural brand communication,and supplements the relevant theories.On the practical level,based on the analysis of online word-of-mouth alienation,this study puts forward some national brand communication suggestions,aiming to provide theoretical reference for the transnational brand communication strategies of enterprises.