Resarch Of Word-of-mouth Marking Communication Model On Social Media

Social media is a online platform which can provide user with a space to share insights, information and ideas, and realize polymerization of user, and also disseminate information at very fast speed. On social media, web community which is considered as a disordered, disorganized originally has been replaced by an effective, visible interpersonal networks. The commercial value of social media is paid attention to by more and more enterprise. Social media marketing communications activities has become a tend. At the same time, as a marketing communication way which has a important effect on consumers’preferences and behavior. The influence of word-of-mouth has been already transcend the traditional sense of a small circle of friends and acquaintance and became the center of attention among academy circle and industries. However, either industries and academy circle, their most attention social media word-of-mouth marketing communication is confined to one of it’s aspects, but none of they can pay a attention to the whole process of social media word-of-mouth marketing communication from a overall perspective. This leads to that word-of-mouth marketing communication activities on social media can only obtain short-term rather than long-term economic benefits. Therefore, how to constructing a more perfect social media word-of-mouth marketing communication model to provide theoretical reference for enterprises’marketing communication activities on the basis of existed research is very essential.In order to construct a better social media word-of-mouth marketing communication model, first need to clarify the three definitions of word-of-mouth, word-of-mouth marketing communication and social media word-of-mouth marketing communication, then use comparative analysis method to find social media marketing communication characteristics, and combined with the practice to analysis the environment of social marketing communication as a basis of study. Second, analyzing the factors in the social media word-of-mouth marketing communication, and using case analysis method to analysis the third party evaluation mode, opinion -leader mode and SNS brand community mode in combined with the theory of information search, tow step flow of communication theory and six degree theory, then using comparative analysis method to show the advantages and disadvantages of these three basic mode as a basis for constructing the social media word-of-mouth marketing communication model. Third, using the comparative analysis method to compare the traditional word-of-mouth marketing communication model and social media word-of-mouth marketing communication model to show the advantages of social media word-of-mouth marketing communication model, combining with SICAS rule to construct a better social media word-of-mouth marketing communication model, and discussing the how to prevent the negative effect which may appear in social media word-of-moth marketing communication activities.