Research On Internet Word Of Mouth Marketing From The Perspective Of Communication

Word of mouth marketing, a way to share the experienced information by telling others, has been existed for a long time, and which has also been proved as an effective method for marketing. Entering into the Web2.0 era, the rapid development of network technology has brought dramatic changes for web environment, greatly expanding the interpersonal communication platform, which incorporated new vitality to the word of mouth marketing. From the beginning 2007 until now, the research on Internet Word of Mouth Marketing is rare either in academic or in the marketing . Meanwhile, from the perspective of operational, the research was also superficial. While by its indefinite potentiality, Internet word of mouth marketing has made considerable progress. In the process of development, we have got some successful exploration and also found a few weaknesses. The present statue and future development of Internet Word of Mouth Marketing has aroused widespread concern both in academic and marketing area.The essay, by the merger of literature review and case study, does the research from the perspective of communication study Internet Word of Mouth Marketing.There are five links of communication process, namely, communicators, communication content, the media, audiences. New changes have taken place in each communication links in the web2.0 era. From the changes to grasp the core concept is to find the corresponding communication theories and from the perspective of each communication theories dialysis classic cases of Internet Word of Mouth Marketing to insight into the deep relationship between theoretical and practical of Internet Word of Mouth Marketing.?Communication theories actively guide the practices of Internet Word of Mouth Marketing and direction the future of Internet Word of Mouth Marketing.