Research On The Influence Of The Merchant Recommendation Reward Program On Its Electronic Word-of-mouth Communication

Business recommendation reward program has been used as an effective marketing tool in business sales activities,its main purpose is to motivate existing customers to actively spread word of mouth,so as to attract potential customers.In the era of digital consumption,merchants have introduced new incentive programs in combination with the new mode of consumption environment and payment mode.The incentive programs are not directly used to motivate potential customers to purchase,but to promote their products or services by attracting online users to spread e-word-of-mouth.Indirectly attract more active customers in the Internet platform to purchase behavior.The first part of the text summarizes three typical reward items: currency,points and gifts.Its application in the new consumer environment is beneficial to accelerate product promotion,word-of-mouth fermentation and increase brand viscosity.However,some businesses lack overall planning in the implementation process and simply follow blindly,thus causing a series of trust crises.The second part of the text sorts out three electronic word-of-mouth models,which are dominated by merchants,boosted by opinion leaders and participated by customers,and have typical characteristics of decentralization,high openness and uncontrollable.Nowadays,there are three typical attitudes of merchants to build e-word-of-mouth: first,actively create private communities and cultivate fan economy;Second,mechanically copy the model of others,only the number of electronic word of mouth;Third,the construction of electronic word-of-mouth in burnout,or even ignore the role of electronic word-of-mouth.The third part of the text focuses on the analysis of how merchants' recommendation reward plan affects the process of e-word-of-mouth communication.From the perspective of the main part,merchants' recommendation reward plan can expand the communication group and change the communication attitude of the group.From the point of view of media,business recommendation reward program can produce fermentation effect and form topic direction guidance;From the perspective of communication effect,the recommendation reward plan penetrates into the whole process before,during and after consumption,and creates a good reputation by constantly guiding the group to export and input information,so as to carry out product sales and brand building.The fourth part of the text analyzes that the business recommendation reward program can expand the e-word-of-mouth information pool and other beneficial results,but in the implementation process,it will cause customers to search the e-word-of-mouth and other problems.In view of this,businesses need to make an overall plan based on their own development status and carry out cross-platform linkage with multimedia resources,so as to launch personalized reward programs for customers,in order to achieve the goal of boosting the benign development of electronic word-of-mouth.