网络口碑传播效果的影响因素分析

被引：5

作者：

熊蕾

机构：

[1] 武汉纺织大学传媒学院

来源：

新闻界 | 2012年 / 06期

关键词：

网络口碑; 传播效果; 影响因素;

D O I：

10.15897/j.cnki.cn51-1046/g2.2012.06.014

中图分类号：

G206 [传播理论];

学科分类号：

050302 ;

摘要：

随着即时通讯、社交媒体、微博等网络新媒体的发展,数量呈级数上升的弱连结突破了消费者过去狭小的社交圈,使消费者可以通过互联网接触到广泛的口碑信息,也为企业的品牌传播提供了更直接有效的渠道。网络口碑营销的目的是促使消费者在网络上进行口碑传播,但其传播效果会受诸多条件的限制与影响,本文分别从传播动机与意愿、信息质量和传播对象三个方面探析了影响网络口碑传播效果的因素。

引用

页码：60 / 63

页数：4

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