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Abstract

With the arrival of the Internet age, the influence of Internet word of mouth is increasing by virtue of its audience, spread to a wide range of transmission speed, anonymity, communication and other new features of the diversity. Compared with the traditional word of mouth, networks have become increasingly subject to the academic reputation of the attention, people are constantly Internet word of mouth rich understanding of the network reputation is becoming widely recognized by the public mode of transmission. Blog appeared as the fourth 2.0 communication network has become the new mass media transmission of information, one of the characteristics of its own blog to interact in a network to attract the attention of many, a greater impact on the public’s point of view, Internet Word of Mouth blog has become an important communication platform. However, the current Internet word of mouth blog for factors not in-depth research, this article will take this as a starting point, the use of empirical analysis system for Internet word of mouth blog platform of factors.This article reference in the communication of information Shannon - Weaver information theory model building methods, word of mouth to find relevant research information network, based on the combination of the theory of foreign scholars to construct a "word of mouth blog node network model." The model passed by word of mouth from the network, the network content word of mouth, blog platform, network audience word of mouth, passed by the intensity of those relations, the relationship between the audience and platform strength, feedback and re-transmission, the noise of the eight aspects to the system network of word of mouth blog platform of factors. In the above model, based on theoretical research, this paper presents eight hypotheses, design the questionnaire, select the college students to investigate the main object of study, the use of SPSS software for statistical analysis of survey data, the following conclusions: Internet word of mouth communication professional persons, the network word of the recognition, blog platform, credibility, audience and the strength of the association blog platform, and then spread word of mouth effect on the network have positive effects, while negative information and the audience of professional reputation on the network effect a negative impact were associated with intensity of transmission by the feedback on the network had no significant effect of word of mouth. Assumptions in the empirical analysis results are verified on the basis of the conclusion that an effective network of word of mouth strategy: blog platform, selection and use of opinion leaders in the selection, negative information processing, attention to the role of re-transmission, transfer effects use.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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Oriented blog network reputation Strategy

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