Research on Electronic Word of Mouth Based on Microblog
|Keywords||eWOM Microblogging Content Analysis Social Network Analysis|
Electronic Word of Mouth (eWOM) has the features of interpersonal communication just as traditional Word of Mouth, but communicates through new media including strong connections between people in entity society and weak connections between netizen in virtual society. Microblogging, a new network media for eWOM, has the following characteristics:"back to face" interactions, "convenient" and "real-time". These new features bring up new questions, like what will the propagation characteristics be of microblogging, and how such propagation characteristics will shape both the theoretical research and eWOM marketing enterprises.Firstly, the tranditional WOM and eWOM are defined in this paper, based on the literature review from both dometic and abroad. The similarities and differences between these two are then compared. A communication model of WOM based on microblog is built, and the common features of eWOM in different internet propagation channels are expounded. Secondly, Content Analysis Method, which is the main research method in this thesis, is introduced. Thirdly, three related questions are proposed based on the research target of this thesis.16 listed commercial banks in China are used as examples in this research. Microblog postings related to these 16 listed banks are collected from Microblog website of Sina. By applying the Content analysis Method, we conclude that:(1) Most microbloggings don’t contain users’ sentiment. (2) Negative WOM is easily formed because microbloggers tend to express negative rather than positive sentiments. (3) The proportion of positive eWOM varies among companies, which indicates that users’satisfaction of each enterprise can be explored and traced through the research of the eWOM. After comparion and analysis, each company can learn from others’strong points and counteract its own weaknesses. Microblog websites can also explore new revenue model from this conclusion. (4) The ranking of the positive eWOM proportion is related to the number of the official mircoblog postings. Therefore, effective management on the official Microblog can help to boost positive eWOM. (5) Most of the eWOM in the Microblog website is about the users’intuitive feelings which reflect the users’pursuit of efficiency. The fundamental way of reduce negative eWOM is through improvement of customer perception. (6) After using Social Network Analysis, it is found that the users with high Betweenness Centrality play a key role in the propagation of the negative WOM. Therefore, when treating or monitoring the negative eWOM, companies should pay particular attention to these most concerned and followed "key users".There are three innovations in this thesis:(1) The research on eWOM is made based on a domestic microblog website. (2) Content Analysis is introduced as a quantitative method to the study of eWOM on the microblog website. And Social Network Analysis is also used to explore the propagation of negative eWOM in microblog and to draw the propagation path. (3) The thesis draws valuable conclusions which can potentially help improve marketing strategy of companies and revenue model of microblog websites.