Research On Word-of-Mouth Marketing Of Vancl Company

With the arrival of Web2.0era and the fast development of marketing, apparently socialization has become a trend in the development nowadays. Every day, customers share information and make comment through social media. At the same time, enterprises also consider social media as a new platform for word-of-mouth. Some companies, however, have a misunderstanding of this new kind of marketing. At home and overseas, there have been several study in social media and word-of-mouth marketing. But there are fewer researches on word-of-mouth marketing based on social media. Based on the actuality and relevant literatures, the thesis probes into the influence of network word-of-mouth marketing on customer purchasing decision by analyzing the case of VANCL. According to analysis above, the article provides marketers with advices in network word-of-mouth marketing; hence enhance the marketing efficiency, which would be helpful for follow-up study.