外文翻譯---社會(huì)中介技術(shù)的商業(yè)影響：微博作為網(wǎng)絡(luò)口碑品牌-在線瀏覽
2024-07-24 09:00本頁(yè)面
【正文】 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 。因此，理解微博如何改變網(wǎng)絡(luò)口碑是重要的，同時(shí)也有深刻的暗示，廣告，交易 ，產(chǎn)品的成功。印刷是可信的，被其他人可到達(dá)的。 著作評(píng)論 先前的調(diào)查研究揭示了口碑是特別的有意思的影響著新的消費(fèi)者購(gòu)買東西和選擇服務(wù)。然而，還是有一些涉 及主題的沒能解答的問題。自從他們上線，那些與互聯(lián)網(wǎng)接觸多的人來(lái)認(rèn)為微博是具有代表性的被理解的。這些微博提供及時(shí)的情緒和在決策制定的關(guān)鍵路口提供情感反應(yīng)。當(dāng)微博使得人們不用寫長(zhǎng)句子。 微博客影響著口碑品牌因?yàn)樗且环N新的傳播工具，允許人們幾乎在任何地方分享一些影響他們的牌子（當(dāng)你在開車，和咖啡或是坐在電腦前面）到達(dá)幾乎每個(gè)人都接 觸的地方。微博已經(jīng)在口碑中從概念到現(xiàn)實(shí)改變了網(wǎng)絡(luò)品牌和名聲經(jīng)營(yíng)。 網(wǎng)絡(luò)口碑傳播的一種新的形式是微博，它是利用 Web服務(wù)的比如說(shuō)推特。同樣的，網(wǎng)絡(luò)口碑被看作對(duì)交易和組織對(duì)于涉及名聲經(jīng)營(yíng)非常 重要的。雖然和以前的情況相似，網(wǎng)絡(luò)口碑提供許多方式來(lái)交流信息。但是一旦口碑傳播戰(zhàn)役開始或釋放，將幾乎沒有合適的工具能控制評(píng)論流動(dòng)。 這顯著的口碑傳播區(qū)域提供了消費(fèi)者極大的呼聲影響品牌形象和感知。調(diào)查顯 示人們似乎表面上不關(guān)心在直接社會(huì)網(wǎng)絡(luò)之外的其他人的意見，比如網(wǎng)絡(luò)評(píng)論。積極的口碑傳播被看作是一個(gè)強(qiáng)有力的營(yíng)銷媒介來(lái)影響消費(fèi)者。在商業(yè)情形中，包括顧客分享細(xì)節(jié)，他們者對(duì)于交易，產(chǎn)品或服務(wù)的意見和反應(yīng)。媒介技術(shù)有充分影響口碑品牌的潛能。企業(yè)和客戶聯(lián)系的重要元素是品牌。隨著這些技術(shù)的發(fā)展，他們對(duì)于個(gè)人
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