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(完整版)
【正文】 gs, Webpages, and online reviews. These microblogs offer immediate sentiment and provide insight in affective reactions toward products at critical junctions of decision making process. In short, these microbranding ments are immediate, ubiquitous, and scalable. Since they are online, they are also typically accessible by anyone with an Inter connection. There are also archival in the sense that these microblogs permanently exist and are searchable via Web search engines and other services. 6 In this study, we examine the expressions of brand attitudes in microblog postings. However, there are several unanswered questions concerning this new topic. How prevalent are branding microblogs? How do people structure these microblogs? What are their effects on online reputation management? These are the questions that motivate our research. REVIEW OF LITERATURE Prior research has shown that WOM has particularly significant influences on new consumer purchases of products or services [11, 23]. OWOM branding may be less personal in that it is not facetoface (or maybe just personal in a different way than in the past). OWOM branding is more powerful in that it is immediate, has a significant reach, is credible by being in print, and is accessible by others. In terms of immediacy of OWOM branding, microblogging can occur very near the purchase decision, or even during the purchase process [3]. Therefore, it is important to understand how microblogging is changing OWOM branding as there are significant implications for the success of advertisers, businesses, and products. In fact, tools have already entered the market to assist panies in managing expressions in the microblogging area by at least monitoring and often directly interjecting themselves into the online 34 。然而，還是有一些涉 及主題的沒能解
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