Research On The Internet Word-of-Mouth’s Influence On Consumer Brand Attitude Based On The Platform Of Microblog

In recent years, with the development of social media, more and more enterprises begin to use this method to communicate and interact with consumers. Among them, the way of internet word of mouth(IWOM) marketing on microblogging are widely sought after by companies,which means they can use the official microblog as a medium to deliver messages to consumers,take advantage of opinion leaders to lead the network public opinions by microblogging. This low-cost, high-rate, viral spread way of IWOM marketing on microblog turns into an excellent method to shape and improve the corporate brand image, handle the crisis, and optimize consumer brand attitude.Research on IWOM of microblog has some theoretical and practical significance, but the current empirical study on this subject is still relatively less. From reading the existing literatures on IWOM, absorbing and benefiting from the basis of the former achievements, this research issue and contents in this paper were decided combined with the current situation. This paper will take a combination of research ways of theoretical and empirical analysis, attempting to explore the internet word of mouth’s influence on consumer brand attitude based on the platform of microblog. On the theoretical aspect, we review and comb part of the theories of word-of-mouth, IWOM, brand attitude and microblog.This paper constructs a theoretical model through studying some theories of IWOM in communication studies, sociology, psychology and consumer behavior science. On the empirical aspect, this paper is mainly through questionnaires and surveys to obtain real data to validate the theoretical model and assumptions.This paper selects disseminator features, recipient features and information characteristics as the three main aspects of the IWOM, in which disseminator features include expertise and motivation of senders, recipient features include expertise and network involvement of receivers and information characteristics include the presentation form and quantity of information.This paper considers relationship strength as an intermediary variable to study the role of intermediary between the three characteristics of IWOM impact on consumer brand attitude. Brand attitude is measured by the brand trust, brand affect, purchase intention and willingness of redissemination.According SPSS20.0findings on empirical data shows, this paper proposed the following conclusions:(1) On the platform of microblog, the disseminator features, recipient features and information characteristics of IWOM have a significant effect on consumer brand attitudes, and in this mechanism, the relationship strength plays a role as a intermediary variable.(2) Specific to several factors, expertise of senders and the quantity of information do not have a significant effect on consumer brand attitudes.But motivation of senders, expertise and network involvement of receivers and the presentation form of information have an important effect on consumer brand attitudes and the relationship strength plays an intermediary role. Consumer brand attitude is measured by three dimensions, which are brand recognition, purchase intention and willingness of redissemination.(3)As a representative form of weak ties of social media, microblog platform has a different result on the effect of expertise of senders and the quantity of information influence consumer brand attitude. This is because expertise of senders and the quantity of information are greatly influenced by public opinion on the microblog platform and weak ties are more frigile than strong ones, so in the current situation against false information on platform of microblog, their effect is no longer significant.Finally, according to the results of empirical data, this paper put forward some suggestions for corporate marketing, and pointed out the limitations and future prospects of this study.