Network word-of-mouth marketing strategy on basis of human-oriented societal communication theory

摘要

Human-oriented Societal Communication Theory is an important academic school of the science of information. Network word-of-mouth marketing is the development of the traditional word-of-mouth marketing. They fully fit each other in three aspects of information communication. They are both two-way interactive, human-centered and social. Therefore, Human-oriented Societal Communication Theory can be one of the theoretical foundations of Word-of-mouth marketing research. This paper first introduces the theory of Human-oriented Societal Communication, the conception and development of network Word-of-mouth marketing. The characteristics of the network word-of-mouth marketing and its application strategies analyzed.