A Study On The Effect Of Media Credibility On Online Word-of-mouth

With the rapid development of network and mass media,more and more businesses carry out marketing activities through major new media platforms.The accompanying word-of-mouth marketing is also developing,which brings a lot of benefits and unexpected results to businesses.Word of mouth has long been well known in marketing and has become popular with the development of the Internet.With the blessing of the Internet,this interpersonal communication has ushered in a new development scene.In the era of diversified communication,user thinking is the core of Internet communication,and winning audience reputation is also the way for enterprises to survive.Firstly,this study conducted a large number of literature retrieval.On the basis of previous studies,aiming at China’s film distribution industry,under the background of communication,marketing and other disciplines,on the basis of media credibility,combined with interviews,this paper constructed the theoretical model of this study,put forward the research hypothesis,and defined and measured each variable;Then,through the exploratory analysis of the pre-test,the validity and reliability test are used to screen the questions of the scale and form the final questionnaire;The last is confirmatory analysis,in order to verify the influencing factors and mechanism of network word-of-mouth effect.Through the empirical analysis of the effective questionnaire,the main conclusions of this study are as follows: 1 The theoretical model of this study has certain applicability in explaining the impact of film reviews on consumers’ purchase intention.2.Media credibility has a positive impact on audience perceived value and network word-of-mouth effect.3.As an intermediary variable,perceived value plays an indirect intermediary role.The individual’s perception of online word-of-mouth determines the effect of online word-of-mouth.The greater the product emotion,function and social value perceived by the individual from the media,the stronger the willingness to buy.This study is the test of the practicability of media credibility in the network environment,which is helpful to comprehensively grasp the network word-of-mouth effect,and the test of intermediary effect is helpful to improve the mechanism of network word-of-mouth.At the same time,this study also helps film publishers to better mine the film value,pay more attention to the perceived value of consumers,make better use of the network media platform for marketing publicity,and provide a basis for adjusting their marketing strategies.The innovation of this study lies in the following two aspects: 1 On the basis of predecessors,we continue to study the impact of media credibility on online word-of-mouth communication,introduce perceived value into the model as an intermediary variable,test the integrated model through a combination of qualitative and quantitative empirical methods,and expand the research field of word-of-mouth communication.Combined with the previous research results,the credibility of the film is further influenced by the media interview.2.The credibility of the film is further enriched on the basis of the previous research results.