【正文】 第三，我們量化和對(duì)比口碑營(yíng)銷和傳統(tǒng)營(yíng)銷行動(dòng)的長(zhǎng)期的彈性。目前的經(jīng)驗(yàn)依據(jù)是在增加公司業(yè)績(jī)中時(shí)間的推移與口碑傳播的有效性?！昂糜选币辉~容易被誤導(dǎo)，因?yàn)檫B接并不一定意味著日常的白話意義上的友誼，因?yàn)楹腿私⒙?lián)系的原因是多種多樣的（博伊德， 2021A） 連接的公開(kāi)展示是一個(gè) SNS網(wǎng)站的重要組成部分。資料是獨(dú)特的網(wǎng)頁(yè)，其中一個(gè)可以“點(diǎn)擊生成”（ Sund233。n, 2021, p. 3). After joining an SNS, an individual is asked to fill out forms containing a series of questions. The profile is generated using the answers to these questions, which typically include descriptors such as age, location, interests, and an ―about me‖ section. Most sites also encourage users to upload a profile photo. Some sites allow users to enhance their profiles by adding multimedia content or modifying their profile’s look and feel. Others, such as Facebook, allow users to add modules (―Applications‖) that enhance their profile. The visibility of a profile varies by site and according to user discretion. By default, profiles on Friendster and are crawled by search engines, making them visible to anyone, regardless of whether or not the viewer has an account. Alternatively, LinkedIn controls what a viewer may see based on whether she or he has a paid account. Sites like MySpace allow users to choose whether they want their profile to be public or ―Friends only.‖ Facebook takes a different approach—by default, users who are part of the same ―work‖ can view each other’s profiles, unless a profile owner has decided to deny permission to those in their work. Structural variations around visibility and access are one of the primary ways that SNSs differentiate themselves from each other. After joining a social work site, users are prompted to identify others in the system with whom they have a relationship. The label for these relationships differs depending on the site—popular terms include ―Friends,‖―Contacts,‖ and ―Fans.‖ Most SNSs require bidirectional confirmation for Friendship, but some do not. These onedirectional ties are sometimes labeled as ―Fans‖ or ―Followers,‖ but many sites call these Friends as well. The term ―Friends‖ can be misleading, because the connection does not necessarily mean friendship in the everyday vernacular sense, and the reasons people connect are varied (boyd, 2021a). The public display of connections is a crucial ponent of SNSs. The Friends list contains links to each Friend’s profile, enabling viewers to traverse the work graph by clicking through the Friends lists. On most sites, the list of Friends is visible to anyone who is permitted to view the profile, although there are exceptions. For instance, some MySpace users have hacked their profiles to hide the Friends display, and LinkedIn allows users to opt out of displaying their work. Most SNSs also provide a mechanism for