A Study On The Internet Word-of-Mouth Spread Mechanism Of TV Series

The TV series Like a Flowing River has been steadily ranked as the champion of ratings in the same period during the broadcast,and received a Douban score of 8.9 points,becoming the highest domestic TV series in Douban in 2018.Like a Flowing River not only successfully resonated with middle-aged and elderly people,but also widely mobilized young people's enthusiasm for participation.The main topic # Like a Flowing River # has been read nearly 3 billion,and the discussion amounted to 8 million.Leaderboard.Exactly what factors contributed to the controversy has caused the Like a Flowing River Weibo reputation to attract widespread attention,and needs to be further explored and pondered.This article selects Weibo data from Flowing River in order to discuss the rebroadcasting mechanism of TV drama network word of mouth.Based on the literature research,this article constructs a TV drama Internet Word-of-Mouth re-dissemination willingness model and ripple effect model,proposes research hypotheses,and conducts empirical research on the factors that affect the re-dissemination of Weibo word-of-mouth disseminators,word-of-mouth information,and recipients through questionnaire surveys.analysis.Among them,the retransmission willingness model mainly explores which factors affect the retransmission willingness of Weibo word-of-mouth;the ripple effect model further analyzes the effect of these factors on the width,ripple length,and ripple sound of re-propagation of Internet word-of-mouth.The research in this paper finds that the strength of the relationship between the communicator and the recipient,the interest of word-of-mouth information,and the degree of the recipient's involvement have a positive effect on the re-transmission of Internet word-ofmouth.The education background of the recipient and the time spent on Weibo will affect Internet word-of-mouth word of mouth re-transmission has an impact.Compared with non-authenticated users,the word-of-mouth word of mouth ripple effect has a greater impact on the identity of wordof-mouth communicators.Individually authenticated users,whether it is the ripple width,ripple length,or ripple noise of word-of-mouth,higher than institutional authenticated users.The influence of communicators can enhance the ripple effect of Internet word-of-mouth,the stronger the influence of word-of-mouth communicators,the stronger the ripple of Internet word-of-mouth.There is an impact,the width of the ripples on the front of word of mouth is wider,and the length of the ripples caused by scripted word of mouth is longer.