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Research on Internet Word of Mouth Marketing in the Age of Web2.0

Author: TongZuo
Tutor: WangWeiMing
School: Suzhou University
Course: Communication
Keywords: The Age of Web2.0 Internet Word of Mouth Marketing Online Communities
CLC: F274;F224
Type: Master's thesis
Year: 2009
Downloads: 1124
Quote: 4
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Abstract


The era of Web 2.0 has brought changes to technology and concept. Traditional word of mouth marketing has been upgraded in the Web 2.0 era. Thanks to the interactivity and openness of the Internet, a new way of establishing product brand has emerged. On one hand, consumers, with the help of Internet, have exerted more profound influence on product brand through word of mouth communication. On the other hand, marketers foster a good word of mouth for the product through Internet word of mouth.However, there is little research on communication and marketing of internet word-of-mouth. Therefore, from the viewpoint of communication and marketing, the thesis explores method of and suggestion for internet word-of-mouth marketing, through an overview of domestic situation, the analysis of sender, audience and other major communication factors and research on the intermediary. It is of practical significance to the operation of internet word-of-mouth marketing and will promote the sound development of the whole market.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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