Study On The Word Of Mouth Of New Consumer Electronics In Virtual Community Based On Social Network Analysis

Word of mouth is informal communication among consumers about specific product or service.It is considered that word of mouth is more credible than company-initiated information,and more influential in consumer decision making.With the popularity of internet,the size and range of word of mouth communication has been extended,and the influence of electronic word of mouth even changes the life style of consumers and it has brought unprecedented opportunities and challenges for corporate marketing activity Therefore,electronic word of communication has received extensive attention from both academics and practitioners for decades.This study uses social network analysis method to explore the influence of the interaction relationship between the virtual community members and he formation of the network of word of mouth from the unique perspective of interpersonal network.First of all,based on the qualitative research of the literature review and the theory of virtual community word of mouth communication,We get data of computer digital bar of Baidu Post Bar by data capture programmer and we adopt Ucinet 6.0 and Net draw to make data analysis.By data analysis,we get conclusion as follows.The consumption related virtual communities are loose and decentralized network,as well as scale free network.In the virtual community,most members have no influence,while a few members play a very important role,which we defined as opinion leaders.Through cluster analysis,we identified who are opinion leaders.Opinion leaders are in a central location of a virtual community.They are important in EWOM communication and their influence comes from their expertise,innovation and high involvement in special product.Finally,suggestion for virtual community development and enterprise e WOM marketing are put forward.