社交媒体负面口碑的传播机制及理论模型研究

社交媒体是消费者自由开展口碑传播的重要平台,具有开放性与互动性特征。利用社会网络理论、六度空间理论、自组织理论和长尾理论等,结合信息传播流程和关键节点的分析框架,根据社交媒体负面口碑在个体、群体及媒体等3个层面上的传播与扩散机制,提出了以个体社交网络为核心的传播单元模型、以社交媒体为载体的自组织传播模型以及以跨媒体传播为特征的口碑扩散模型。其中,单元模型揭示了发布者类型、口碑表达方式及接受者与发布者关系的重要性;自组织模型反映了负面口碑在社交媒体中通过网络和人际规则由无序走向有序;口碑扩散模型体现了社交媒体成员的角色多元化以及媒体之间的竞合关系,系统解释了社交媒体负面口碑破坏力不断放大的内在机制。

Study on communication mechanism and theoretical model of negative word-of-mouth on social media

Because of its open and interactive characters, social media has become an important platform for consumers spreading their word-of-mouth freely. By means of an analysis structure based on the information spreading process and the key nodes of communicatlous , a conclusion has been made that the negative word-of-mouth spreads on social media in three different ranges as the individual range, the group range and the media range. According to social network theory, the six degrees of separation theory, the self-organizlng theory and the long tail theory, three models which explore how negative word-of-mouth spreads on social media have been proposed, such as the communication unit model which focus on the individual social network of consumers, the self-organized spreading model which looks social media as an information carrier, as well as the word-of-mouth spreading model which discusses negative word-of-mouth spreading in a cross-media background. Moreover, the communication unit model reveals the importance of the kinds of word-of-mouth suppliers, the manners of presentation and the relationship between the recipients and the suppliers. The self-organized spreading model explains how the negative word-of-mouth spreading manner transforms from disorder to order through network rules and interpersonal rules on social media. The word-of-mouth spreading model reflects the different roles of a user of social media and the coopetition between different media, and it also explains systematically the internal mechanism why the negative word-of-mouth can become more and more destructive on social media.