Title: Opinion Leaders' Role Differences in Two Kinds of Virtual Communities and their Enlightenment to Enterprises' Word of Mouth Marketing Strategies
Abstract: Opinion leader is one of the most important factors that influence consumers' purchasing intention.Compared to the real world of word-of-mouth communication,in a virtual community,interpersonal communication speed is faster,dissemination range is wider,and opinion leaders' influencing power can not be ignored.According to the difference of their speech content,we can classify opinion leaders in a virtual community into three types including transactional opinion leader,professional opinion leader and well-informed opinion leader.In the virtual community dominated by an enterprise,its members tend to give a more positive evaluation to a product,but it is difficult to generate a credible opinion leader.However,in the virtual community dominated by consumers,it is easy to form an opinion leader recognized by members.The enterprise that launches word-of-mouth marketing strategies should seek opinion leaders' support for its products and reach its marketing goals by establishing its own forum and participating in the forum dominated by consumers.
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
Access and Citation
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot