Research on the Application Strategy of Online Opinion Leaders in Virtual Community Brand Word-of-Mouth Marketing
DOI: 10.23977/tmte.2021.040102 | Downloads: 167 | Views: 2605
Author(s)
Lin Runxin 1, Feng Zihan 1
Affiliation(s)
1 Shenzhen Tourism College, Jinan University, Shenzhen, China
Corresponding Author
Lin RunxinABSTRACT
With the development of Web 2.0, electronic word-of-mouth marketing is loved by more and more brands with its high credibility and low cost. The virtual community is the main location for word-of-mouth marketing using online opinion leaders. Through the case analysis method, this paper chooses the marketing method of Estée Lauder, a typical case, to carry on the concrete analysis, in order to explore and summarize the application strategy of the online opinion leaders in the virtual community word of mouth marketing. In order to provide clear advice for enterprises.
KEYWORDS
Online opinion leaders, Electronic word of mouth marketing, Marketing strategyCITE THIS PAPER
Lin Runxin, Feng Zihan. Research on the Application Strategy of Online Opinion Leaders in Virtual Community Brand Word-of-Mouth Marketing. Tourism Management and Technology Economy (2021) 4: 7-12. DOI: http://dx.doi.org/10.23977/tmte.2021.040102
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