越来越多的市场营销的一个重要目标是深刻的，持久的关系，与所有的人，组织或成分（如供应商，分销商），可以直接或间接地影响到公司的营销活动的成功（科特勒和Keller，2006）。的主要成分之一是，当然，一个产品的消费者。客户关系营销（CRM），目的是建立相互满意的长期关系与产品的消费者，以赚取并保留其的业务（格默森，1999）。根据以科特勒和Keller（2006年，第18页），关系营销建立雄厚的经济，技术和社会各方之间的关系，“关系营销的最终结果是一个独特的公司资产，被称为营销网络”的建设。在网络媒体方面，市场营销网络可以被建立鼓励消费者以互动公司的网站，或通过要求客户到加入的电子邮件分发列表（即在那里他们可能会被提供定期的产品和/或公司更新）。然而，越来越多的公司正在转向在线社交网站的重要场所，在其中建立自己的营销网络（即“产品”）。

这种趋势有几个重要的原因。首先，任何长期关系的关键是建立沟通和社交网站推动这种沟通 - 都在条款客户的发送（例如，表示“喜欢”或“重 - 推特”）和接收（例如，文章是自动发送到用户的“新闻饲料”）的产品相关的消息。二，营销人员承担，相关产品从收到的邮件或认可，朋友们都更容易被内在。我们的想法是，链接或消息的接收者和他或她的朋友网络的所有成员之间的关系应该是比之间的联系收件人和在线社区成员以外的朋友网络，因此应该增加正面口碑传播的说服力更强。

考虑到这些因素的考虑，营销人员创建的社交网络产品页面，并鼓励用户加入到这些网页，以建立长期的合作关系。然而，可以建立一个长期的合作关系之前，必须有一个“引进来”。在本文中，我们侧重于介绍（即产品推荐），来自的朋友（即，而不是从用户的社交网络的广告或外面有人）。这些产品转介代表WOM在线社交网络的通信。一旦有一个转介，消费者必须再决定进入客户/产品网络之间的关系。本研究探讨了如何源，信道和消息相关的因素可能会影响消费者如何应对这些WOM通讯。

外文文献出处：附外文文献原文

“Like it or not”Consumer responses to word-of-mouthcommunication in on-line social networksKeith S. Coulter

Abstract：Purpose – The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word-of-mouth (WOM) communication in an online social network.

Design/methodology/approach – Hypotheses were addressed using two online surveys. The first of these examined persuasive WOM communications on Facebook, the second investigated WOM communication on Twitter.

Findings – It was found that closeness to the source of a persuasive communication may have less of an impact on message acceptance in online social networks compared to traditional WOM. The number of persons in a product network, as well as whether those members of a product network are also members of one’s friend network, are important factors that determine message acceptance.

Originality/value – The paper demonstrates differences between online versus traditional WOM, and has important implications for marketing practitioners.

Keywords Consumer behaviour, Social media, Internet, Social networking sites,Online social networks, Word-of-mouth, Facebook, Twitter

Paper type Research paper

Introduction

The popularity of social networking sites including Facebook, MySpace, MeetUp, LinkedIn, and Twitter has grown exponentially in recent years and is changing how word-of-mouth (WOM) effects need to be considered. As is well known, traditional WOM is a powerful force in shaping consumer attitudes and behavior (Brown and Reingen, 1987), and can actually have greater influence on product adoption than any form of mass media advertising (Engel et al., 1969; Katz and Lazarsfeld, 1955;Trusov et al., 2009). However, due to the internet, the communication environment in which WOM disseminates has been unalterably changed (Vilpponen et al., 2006; Kozinets et al., 2010). WOM no longer takes place in the exclusive context of face-to-face settings, involving one source and one recipient. Rather, it now increasingly occurs in the more transparent public domain of online social networks (Ho and Dempsey, 2010).