随着社会化媒体的发展,网络中的人际沟通越来越受到关注,网络口碑传播的重要性凸显.许多企业开始意识到社会化媒体的优势,并利用它来塑造品牌口碑.本文研究了社会化媒体的特征、社会化媒体中的网络口碑现状、网络口碑在社会化媒体中的传播路径,分析了网络口碑在社会化媒体中的具体运用,以帮助品牌建立良好的口碑.并为企业在社会化媒体中运用网络口碑提出有效建议.%With the development of social media,the interpersonal communication in the internet gets more attention and the importance of internet word of mouth (IWOM) communication becomes prominent.Many companies realize the advantages of social media and using it to build up their brand reputation.In this paper,features of social media,current situation of IWOM in social media,IWOM communication paths in social media and IWOM application in social media are analyzed to help brands establishing good word of mouth.At last,suggestions about how companies using IWOM in social media are put forward.
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