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(已改無(wú)錯(cuò)字)
2023-07-06 09:00:35 本頁(yè)面
【正文】 onsumers tremendous clout to influence brand image and perceptions [28, 33]. In terms of brand management, panies can attempt to start WOM and viral marketing [35] operations, but once the WOM campaigns begins or is unleashed, there have been little or no tools available to manage the content flow [12]. However, brand management is transforming as munication means change. Although similar to earlier forms, OWOM offers a variety of means to exchange information, many times anonymously or confidentially, provides geographical and temporal freedom, and has a degree of permanence [14, 24]. As such, OWOM is seen as increasingly important by businesses and organizations concerned with reputation management. Corporations and governments are wrestling with how OWOM branding will effect existing processes, such as trademarks [15]. One new form of OWOM marketing is microblogging, using Web services such as Twitter. Microblogging is a new form of munication in which users can describe things of interest and express attitudes that they are willing to share with others in short posts (., microblogs) distributed by instant messages, mobile phones, or the Web. Microblogging has changed online branding and reputation management in WOM campaigns from concept to reality. Microblogs are short ments usually delivered to a work of associates. Microblogging affects OWOM branding because it is new means of munication, allowing people to share these brand impacting thoughts (., sentiment) almost anywhere (., while driving, getting coffee, or sitting at their puter) to almost anyone ‘connected’ (., Web, cellular phone, IM, ) on a scale that has not been seen in past. While the shortness of the microblog keeps people from writing long thoughts, it is precisely the micro part that makes microblogs unique from other O
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