外文翻譯---社會中介技術(shù)的商業(yè)影響：微博作為網(wǎng)絡(luò)口碑品牌-wenkub
2023-05-19 09:00:35 本頁面
【正文】 omated methods of classifying brand sentiment in these microblogs with manual coding. Our research findings show that 80 percent of microblogs containing branding ments were information seeking or sharing. Nearly 20 percent contained some expression of branding sentiments. Of these, more than 50 percent were positive and 33 percent were critical of the pany or product. Our parison of automated and manual coding showed no significant different between the two approaches. We discuss the implications of corporations in using microblogging as part of their overall marketing strategy and branding campaigns Author Keywords Social working service, social mediating technologies, microblogging, microblogs, wordofmouth branding, viral marketing, INTRODUCTION Collaboration and munity are certainly key characteristics of Web development. Social Mediating Technologies (SMTs) ) have garnered considerable usage, including social working sites (., MySpace, Facebook, and LinkedIn), virtual reality sites (., Second Life), and online munities (., Wikipedia, YouTube, and Flickr). There are numerous open questions concerning the overall social impact of these SMTs. As these technologies development, what will be their impact on concepts of privacy, views of social relationships, and other important areas of people’s life. In this research, we investigate the effects of SMTs in the mercial sector, namely the impact on pany – customer relationship. A key element of pany – customer relationship is branding, which enpasses aspects such as brand image and brand satisfaction. SMTs have the potential to substantially impact wordofmouth branding. Wordofmouth is the process of conveying information from person to person. In mercial situations, word of mouth (WOM) involves consumers sharing details, their opinions, or
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