Research On The Influence Of User Participation On Word-of-mouth Marketing In Social Networks

In recent years,with the rapid increasing of network users,the scope of users has been expanding,and social network has played an increasingly prominent role in people's life.Social networking is a dominant application in the Internet that provides"social" software.Some scholars regarded e-mail as the most widely used social tool in the early Internet age.Nowadays,the continuous emergence of microblogging,micro-credit and other applications has not only improved the efficiency of information transmission and communication,but also highlighted the characteristics and personality of people.The Internet,formerly connected and eventually formed by computers based on communication protocols,is highly changed by social networks that are constructed by inter-personal relationships.With the development of social networks,the meaning of "network" has gradually changed.Previously,social networks mainly concerned on "hardware",but now have changed the focus to "people".Social networking as a new Internet application is not only a revolutionary way of communicating information,but also a disruptive business model.However,it is a powerful booster that fuses the virtual world of cyberspace with the real world of mankind.In a social network,users can gain a good user experience by participating in sharing.Enterprise word-of-mouth marketing through social networks,not only can effectively reduce marketing costs,more accurate marketing to achieve good marketing results.In recent years,consumers increasingly lack of trust in traditional advertising,this dilemma is plaguing most enterprises,is a lot of enterprises need to solve the problem.But the traditional marketing method of Word-of-mouth marketing can make consumers trust in products and services and often achieve better results.Studies show that more than two-thirds of the U.S.economy is driven in whole or in part by Word-of-mouth.And China's social network of internet users is huge,and the size of China's internet users reached 731 million.The network era,especially the arrival of the Wbe2.0 era,the user and business between the large numbers of interaction,to the word-of-mouth spread has brought a great impact,so the network era of Word-of-mouth marketing has been given a new definition,and produced a new marketing model.At the same time,social networking has a good user experience and social functions,and users in the use of social networks,mutual trust between the higher,which will greatly promote Word-of-mouth marketing.Based on the above background,this paper first conducts a review on word-of-mouth marketing,network word-of-mouth marketing,and user participation in the relevant literature.Based on which we focus on the impact of user participation on word-of-mouth marketing.Particularly,this paper constructs a research model of corporate reputation,enterprise activity attractiveness,user participation and Word-of-mouth sharing,and puts forward 7 research hypotheses.Through the questionnaire survey method,the frequent use of micro-blog,micro-letter,QQ users of social network in-depth survey,a total of 245 valid questionnaires.Then,using SPSS 22.0 and AMOS 23.0 to analyze and verify the research model.The data analysis of the paper consists of many aspects,including descriptive statistics,reliability and validity analysis,exploratory factor analysis,model fit test,and model path test.Through the study of this thesis,we get the following results:(1)Under the Social network environment,the enterprise prestige degree and enterprise activity attraction has a positive influence on the user participation and the word of mouth sharing.(2)The user participation degree has a positive influence on the word-of-mouth sharing.(3)The user participation degree has an intermediary impact between the enterprise credibility and the word-of-mouth sharing.(4)The user participation degree has some mediating effects between the enterprise activity attraction and the word-of-mouth sharing.Therefore,it is of great significance to study the influence of user participation on Word-of-mouth marketing in the social network environment.Through this research,on the one hand,we hope to enrich the theoretical research of Word-of-mouth marketing,but also hope to be based on the background of social network for corporate Word-of-mouth marketing to provide strategic advice.