The linker of subgroup in customer word-of-mouth communication network and its traits analysis

The structure of customer word-of-mouth communication network is analyzed by taking under graduated students as studying object in using the analysis methods of social network. It is identified according to the analysis that there is a special group named as linker of subgroup in customer word-of mouth communication network that is not noticed by the previous literatures about the customer word-of-mouth. The traits of linker of subgroup are discussed based on the demographic variable, buying and communicating variable. The results of this study could be applied to help enterprises to make their word-of-mouth marketing decision.