CONTENTS

CHINESEABSTRACT

TOC\o"1-2"\h\u

1

ENGLISHABSTRACT

2

Introduction

3

Chapter1InternetWordofMouthMarketing

4

1.1Definition

4

1.2CharacteristicsofIWOM

4

1.2.1Effectiveness

4

1.2.2MultipleChannelsofInformationandSementides

5

1.2.3Measurability

5

1.2.4ExtensiononSpaceandTime

6

1.3ImportanceofIWOM

6

1.3.1CharacteristicsofCosmetics

6

1.3.2DistributionChannels

7

1.3.3TargetedCustomers

9

1.3.4DevelopingSituationofRelatedIndustry

10

Chapter2DistributionProceduresofIWOM

11

2.1Highqualityproducts

11

2.2.2TypesofNetworkOpinionLeader

12

2.2.3CharacteristicsofOutstandingNetworkOpinionLeader

13

2.3DeterminingReceiverofWordofMouth

15

2.4AppealingInformation

16

2.5DealingwithNegativeWordofMouthAppropriately

16

Chapter3SuggestionsforInternetWordofMouth

18

3.1Deficiency

18

3.1.1ShortofSupply

18

3.1.2LowObjectivity

18

3.2Reason

19

3.3Suggestions

20

3.3.1Enhancingonlineandofflinecommunication

20

3.3.2MaterialandSpiritualMotivation

20

Conclusion

21

Acknowledgements

22

References:

23

摘要

互聯(lián)網(wǎng)的高速發(fā)展推動(dòng)了電子商務(wù)的繁榮，快速的現(xiàn)代化生活節(jié)奏，以及便利且便宜的網(wǎng)上購物，吸引了消費(fèi)者的目光。特別是由于生活水平的提高，女性群眾愈加注重依賴于化妝帶來的外在美，這給化妝品市場帶來無限商機(jī)。但網(wǎng)上購物的質(zhì)量問題阻止了女性消費(fèi)者網(wǎng)上購物的步伐，她們購買化妝品時(shí)更加傾向于購物口碑良好的產(chǎn)品，這就顯示出網(wǎng)絡(luò)口碑營銷對化妝品營銷的重要性。

本文在分析女性化妝品現(xiàn)狀及化妝品網(wǎng)購中口碑的影響力的基礎(chǔ)上，闡釋了網(wǎng)絡(luò)口碑營銷的含義以及重要性，并且進(jìn)一步剖析現(xiàn)有化妝品的網(wǎng)絡(luò)口碑營銷的方式，著重強(qiáng)調(diào)企業(yè)應(yīng)當(dāng)如何針對其化妝品進(jìn)行口碑營銷。最后，針對網(wǎng)絡(luò)口碑營銷存在的缺陷進(jìn)行深入分析，并且提出自己的意見。

關(guān)鍵詞：網(wǎng)絡(luò)口碑營銷女性化妝品營銷策略

Abstract

TheburgeoningdevelopmentofInternetpromotestheprosperityofelectroniccommerce.Convenientandcheaperonlineshoppingattractspeople’sattentionforthefasttempooflife.Particularly,withtheincreaseinlivingstandard,womenaregraduallyattachingmoreimportancetoouterbeautyfrommakeup,whichmeansthatthereisapromisingmarketincosmetics.However,agreatnumberofwomenwillavoidorevenrejectshoppingonlineforthepossiblelowquality.Absolutely,theycannotbetoocarefultochoosesuitableandhigh-qualityproducts.Asaresult,womenareinclinedtooptforcosmeticsenjoyinggoodreputationthustheparamountimportanceofwordofmouthisobviousandnoteworthy.

Afteranalyzingthesituationofcosmeticmarketandimpactofwordofmouthonpurchasing,thethesiskeepsanyeonthedefinitionandimportanceofwordofmouth.Furthermore,itdepictstheexistingwordofmouthmarketingstrategyandpaymuchattentiontothewaytocarryoutwordofmouthmarketing.Intheend,withreferencetotheweaknessofwordofmouthmarketing,somemeasureswillbeputforwardtoresolvetheproblems.

Keywords:wordofmouthmarketingfemalecosmeticsmarketingstrategy

Introduction

DuetotherapiddevelopmentofinformationtechnologyandtheextensiveuseofInternet,throughthenetwork,notonlycancustomershaveaccesstosearchforinformationandproductmoreeasily,butalsotheyarepossibletoevaluateproductsorserviceonthevirtualplatform.

Onaccountoftheuncertaintyandriskofonlineshoppingfromlackingsenseoftouch,itisofparamountimportanceforconsumerstorefertotheseappraisalswhenmakingdecisions.

Asaresult,fornetworkusers,internetwordofmouth(IWOM)turnsintoasignificantsourceofproductinformationworthofattention.

Amongthem,41.1percentofnetizenswillglanceoverusercommentsforeveryproduct;26percentwillskimcommentsmostoftime;therestofthemabsolutelyignoresunnecessaryinformation.

Itisnoticeablethat86percentoffemaleconsumersconsiderusercommentsascrucialdecisionmakingbasiswhenbuyingcosmetics.Tosumup,internetwordofmouthplaysessentialroleinpurchasingdecisionforfemaleconsumersaswellasforcosmeticcompanies,itshouldbetakenseriouslyaspowerfulstrategytoboomsalesandimprovecustomerloyalty.

However,everygardenhasitsweeds.

Negativewordofmouthcanimpingeontheimageofproductsandcompany,namely,theymaydestroycustomers'trustandconfidenceintheproductsandevenmakecustomersrejectusingproductsandspreadharmfulnewsthuscosmeticcompanyneedtohighlightthequalityofproductwhichisthecoreofpositivewordofmouth.

Asforthevariousmethodsofinternetwordofmarketing,likebyblog,microblog,forum,etc,companieshavetochooseapproachcorrespondingwiththecharacteristicsoftheirproductsandoperatingsituationoftheircompanies.

Chapter1InternetWordofMouthMarketing

1.1Definition

SincethethrivingInternetenvironmentbecomesahotbedofword-of-mouthbrewingactivities,agrowingnumberofconsumersshowtheirfeelingsandcommentstowardsproducts,sharedandrepostedbyothernetfriends,leadingtounexpectedandpowerfulinfluence.

Sothetraditionalwordofmouthmakesabreakthroughintheformofspreading,nolongersubjecttofactorsofinterpersonalcommunication,breakingthelimitationoftimeandspace.

Aspublicpraisewithinternetasthecarrier,namelycustomerscommunicateaboutcertainkindofproduct,brand,manufacturerandsellersinteractively,IWOMisdistinctfromtraditionalwordofmouthinthatitscarrierisnetworkmedium.

InternetwordofmouthmarketingisakindofmarketingmodethatpersuadescustomerstobuybymeansofcommunicatingwithothernetizensinvirtualcommunityabouttheproductorservicethroughInternetcommunicationchannelsasBBS,Weibo,etc.

1.2CharacteristicsofIWOM

1.2.1Effectiveness

Accordingtothe37thstatisticalreportonthedevelopmentofInternetinChinaofCNNIC,untilDecember,2005,thereare688millionnetizensandinternetpenetrationrateis50.3%.

Itshowsthatwiththepopularityofinternet,moreandmorenetizensconsiderthenetworkasaninevitablepartoflife.

Internetpenetratesintolifeinthewayofchanginghowpeopleread,shop,entertainandcommunicate.

Traditionalwordofmouthdisseminatedfrommouthtomouth,imposingrestrictiononthediffusionspeedofinformation.

Atpresent,however,takinginternetasplatform,wordofmouthcanresearchtoseveralnetworkuserssimultaneously.

Theinformationcanbeaccessibletoconsiderablepeoplewithinashorttimebybeingskimmed,copiedandpostedagain,multiplyingtheimpactonnetizensinvirtualspace.

Therefore,itsspeedandrangeofspeedingarefarmorebeyondthoseoftraditionalwordofmouth.

1.2.2MultipleChannelsofInformationandSementides

Puttingonwingsofinternet,wordofmouthisnolongerboundtomethodsofinformationdissemination.

WiththeadventandprevalenceofnewmediaasWikipedia,blog,micro-blog,etc,unprecedentedlyabundantchannelsofinformationemerge.

Traditionalwordofmouthdiffusesonthebasisoflanguageandvoicewhereasunderthecommunicationcarrierofmassmedialikeimages,audio,video,animation,IWOMusuallycomesoutaswords.

Somehotinformationwillberecomposedimitativelybynetizensintheformofbuzzwordsorfunnyshortfilmandbecomesaninstanthit.

Variouschannelsofinformationandsementidesenhancethetrendofdiversifyingmethodsofwordofmouthdissemination.

1.2.3Measurability

Itisofremarkabledifficultytomeasuretheeffectivenessofinformationdissemination.

Researchersalways,bymeasuringthemediacoveringratio,arrivalrateandaudiencerating,evaluatethecommunicationeffectonmassmedia,whichisnotaccuratetoappraisethetrueparticipation.

（PFBone,1995:225)However,becauseinternetwordofmouthspreadsthroughtheinternet,retainingspecificandmaterializedinformationsuchascontent,participatorandtransmissionpathofmessage,itispossibletomeasuretheeffectofIWOM,accordingtowhichcompaniescanputforwardefficientpromotionstrategy.

1.2.4ExtensiononSpaceandTime

Becausetheinformationoninternetcanbestored,wordofmouthspreadingcanbeextendedintimeandspace.

Basedonthecharacteristicsofinterpersonalcommunication,thetraditionalwordofmouthcommunicationrequiresthepartiestoparticipateinthewholeprocessofcommunication.

Onlyinthiswaycaninformationbecirculatedbetweenthecommunicatorandtherecipient.

Therefore,theinformationdisseminationofthetraditionalwordofmouthisrestrictedbytimeandspace.

Thetransmissionrangeandspeedandefficiencyaregreatlylimited.

Nomatterinwhatforms(text,images,audioorvideo)theinformationwillappear,allcontentsbecomematerializationtoberetained.

Evenifnotinvolvedinthecurrentdiscussion,peoplecanstillviewtheinformationafterwards.

Sotheinternetwordofmouthisscalableintime.

Intheconceptofspace,Internetwordofmouthcommunicationisnotsubjecttogeography.

Theparticipantscomefromallovertheworld.

（吳莉聰，2012：13）Aslongasusingthenetwork,ordisseminatingwordofmouthactivelyorreceivingwordofmouthaccidentally,wheneverandwherevertheycanbecomethemainpartofwordofmouthcommunication.

1.3ImportanceofIWOM

1.3.1CharacteristicsofCosmetics

Cosmeticiswell-receivedamongyoungfemale,thetargetedcustomers.

Whenintendedtopurchasecosmetics,theyusuallylayemphasisonsafety,timelinessandcostperformance.Theyareintendedtobuyproductswithinthevalidityandwithouthazardoussubstanceoritwilldogreatharmtopeople'shealth,forexample,pimples,allergy,dermatitis,evendisfigurement.Theprevailingcreditcrisisdoesmakeitdifficultforcosmeticmarkettomakepeopletrustintheirquality.But

iftheyareawareofthereputationofcertaincosmeticfrompeopleusingitbeforeorsomeonetheylike,customerswouldbemoreconvinced.

Oncecompaniesdemonstratethecharacteristicswithwords,images,oranimation,combiningwithinterpersonalcommunicationandgroupcommunication,itwillgettwicetheresultwithhaltheeffort.

1.3.2DistributionChannels

Traditionalmarketingstrategiesstimulatepurchasingdesirebycreatingatmosphereorenvironment.

Forexample,hungermarketingcreatesKendalleffectthatdemandsoutstripsupplybycontrollingsupplytoboostsales.

Makeupfromthecosmeticdepartmentisexpansive,whosecustomersaremorethan30yearsoldandhavesomewhateconomicstrength.

However,whitecollarandstudents,under30,areinclinedtobuycosmeticswithreasonablepriceandhighquality.

Owingtothefollowingspecificdistributionchannels,IWOM,enjoyinglowcostandhighreturn,shouldbetakenadvantageofbycompaniestoattractthelattercustomers.

BBS

BulletinBoardSystem,asanetworkplatformfordiscussion,isfilledwithawiderangeofinformationforthesametheme,onesignificantfunctionofwhichistoofferanopenmultipartycommunicationplatformforwordofmouthdissemination.

Forcustomers,theycanpostonforumtosharetheirexperienceandopinionsaboutsomeproductorserviceorindicatestheirsupportoroppositiontoposter.

Moreover,beforemakingpurchasingdecision,theyalsosearchforrelatedinformationtorefertoorpostontheirownforinquiringandwaitingforuserstovoicetheiropinionsorofferadvice.

Forcompanies,theymanageprofessionalpersonoragenttopostattractivetopicstoappealtonetworkusersjoininthediscussion.

Then,withreferencetousers'reaction,companiesleadtheexpectedtendency.

Finally,theycollecthitposttoenterpriseofficialsiteforsustainingthecontinuousfocus.

InstantMessage

QQ,atypicalinstantmessage,bringsgreatconveniencefortwo-waycommunicationwith780millionusers,isalsoahugestageforwordofmouthspreading.

Ontheonehand,personalcanchangehisstatemessageintosomepositivewordofmouthaboutcosmeticswouldliketopropagatetoforceothersnoticingthebrand,whichwillbepowerfulduetoyouraffinity.

Ontheotherhand,fromQQgroup,thewordofmouthisabletoreachlargeramountofaudienceormakethembeyourQQfriends.

MicroBlog

MicroBlog,alsocalledWeibo,isakindofpopularSNSsharingshortinstantmessagethroughfollowingweibo.

Userscanpublishtext,pictures,audioandvideoasthecarrierofinformationintheirownblogspace.

Themostmajorityofusersestablishoneormorevirtualcommunicationspaceconformingtohisowninterestorhobbies,amongwhichinteractivity,reliabilityandtransmissibilityarehigh,creatingaveryfavorableconditionforwordofmouth.

Ablogaboutcosmeticmaytriggeroffspotlight,forwardedbyfollowers.

Theopinionleadersinvolvingfamousstars,onlinestarsandofficialmicroblog.ManyonlinestarssuchasTengYujiabecomesahouseholdname.

TengYujia,afamousonlinestaronweibo,releasesmanymicroblogslikeshortmakeupvideos,andfunnypictures.

Shewilllaunchalotofmake-uptutorialstotellthefanswhatkindofcosmeticsisbetterandteachsomeusefulmake-uptipsandstepsbasedonherpersonalexperience.

Manyfanswillhavefaithinwhatsherecommendsevenwhentheyarehesitatetobuywhatkindofcosmetic,theywillrefertoherrecommendationstoseekforfavoriteandsuitableproductsontheirowninitiative.

Herinfluenceisfarmorethanthis.

Manymerchantswilllabeltheirproductsas"recommendedbyTengYujia"tocatchattention,gettingpleasingrepercussions.

WordofMouthWebsite

Therearemanyspecificwordofmouthwebsitesinparticularfieldstoserveasplatformforpeopletoseekforreference,asforcosmetics,COSM.comisatypicalexample.ItisthelargestJapanesecomprehensivewordofmouthwebsiteaboutbeautyproductandcosmetics,providinghealthyandbeneficialinformationaboutcosmetics,datingfromremarkingalreadyusedcosmeticsandinteractingwitheachother.

Moreover,italsoownsrankinglistofremarkandquestionandanswerwebsitetoforpeopletocommunicateandenquire.

AnnualCOSMEBeauty&CosmeticsAwardisconsideredasauthoritativerankinglistswhichcanbestembodythepreferenceofnetizens,andhavethemostactiveparticipants.

1.3.3TargetedCustomers

Netizens

Inlinewiththe37thstatisticalreportonthedevelopmentofInternetinChinaofCNNIC,thereare688millionnetizens,amongwhichyoungpeopleaged18to39accountforthehighestproportion,reachingto75.1percent.

Themostnumberofnetworkgroupisstudent,occupying25.2percent.

Theseyoungnetizens,asthemostactivegroup,arekeentofollowthefashionandwillingtoacceptnewthingsandhavehobbiestobrushmicro-blog,momentsandsurftheinternet.Internetwordofmouthwillhavetremendousinfluenceonandbeaccessibletoitstargetedcustomers.

Female

Femaleconsumptionpsychologyisdistinctiveenoughtodrawenormousattention.

Ontheonehand,femalesarekeentopursuefortendencyandbeauty.

ThoughcosmeticshavemanyclassicandstateoftheartbrandsbeyondcomparisonlikeEsteeLauder,Dior,Lancome,Chanel,everyyearorseasonhasitshottestcosmeticsespeciallyforlipstick.

Thisyear,YvesSaintLaurent(YSL)issowell-knownforatimeforitslow-profileandluxurygoldenappearance,moderncolorandhighqualitythatcountlessinstantonlinecelebrities,hotstars,bigVevenordinarypeoplehighlyrecommend.

AlmosteverywomandreamstoownoneYSLlipstick.

Internetwordofmouthplaysanimportantrole.

Ontheotherhand,theyareinpossessionofirrationalimpulseconsumption.

Woman'spurchasingdesireisaffectedbyvisualsenseincludingpromotion,advertisements,service,wordofmouthandtendency.

Evenifthereareassortmentofcosmeticsplacingontoilettableandthereisnonecessarytobuy,oncetheirfriendsrecommendcertaincosmeticorsurfoninternet,comingintocontactwithnewproducts,orbusinessmenlaunchpromotionalactivities,womenmaybuyiteventheywillfeelregretfulafterwards.

（劉霞，2010：4）

1.3.4DevelopingSituationofRelatedIndustry

Inrecentyears,logisticandexpressindustryinChinaboomedsurprisingly.ForeignlogisticscompanyseizetheChinesemarket,springingupalargenumberofprivatelogisticscompaniessuchasShenTong,An'Xinda.

Fiercecompetitioninthemarketforcesthemtoimproveservice,reducecostsandprices,whichpavesthewayforthedevelopmentofe-commerce.

Inaddition,alongwiththeprosperityofpurchasingagent,Taobao,eBayandotherlargee-commercesites,e-commercehangawhirlwindamongChineseInternetusers.

Thenumberofonlineshopissurgingandthereareallkindsofarticlesine-commercemarket,whichattractmoreandmoreconsumerstopatronize.

Publicityisessentialfoeinternetmarketing.

Atthistime,internetwordofmouthmarketing,asanburgeoningmarketingstrategy,isparticularlysignificant.

Chapter2DistributionProceduresofIWOM

Sinceitisofparamountsignificanceforcompaniestocarryoutinternetwordofmouthmarketing,theyshouldmakeoutdetailedstrategytomakeitsuccesswhileduringthisprocess,distributionproceduresarecrucial.

2.1Highqualityproducts

Wordofmouthisadouble-edgedsword.

Whenproductinformationdiffusesontheinternet,thereisnopossibilitytocontrolwhetherthewordofmouthisnegativeorpositivethusmanufacturesmustputahighvalueonthequalityofcosmetics.

Itisqualitythatfunctionsasthebasisandguaranteeoflong-termbenefitsanddevelopment.

Marketingjustgivesanopportunityforcustomerstoabsorbintheknowledgeofproducts,owingtocuriosityandsenseoffreshness,partofthemwillhaveatrytopurchase.

Ifitleavesthemanawfulexpression,theywillneverrepurchaseorevenspreadnegativewordofmouth,havingadverseeffectonreputation.

Thisisespeciallytrueforcosmetics.

Femaleconsumersseekforbeautyandhopetobuycosmetics,whennotacceptingsatisfactoryresult,theywillstopbuying-backandspreadnegativeinformationtoaroundfriends.

Thereisanoldsaying:"Giveadogabadnameandhanghim."

Everyyear,onMarch5,worldconsumerrightsday,GeneralAdministrationofQualitySupervisionwillcrackdownonfakeproducts.

Thisyear,itexposedthefollowingpoisonandcarcinogeniccosmetics:ElizabethArdengelatine,Revlonlipstick,Maybellinenailpolish,etc,whichisextremelydetrimentaltotheimageofthesecosmetics.Therefore,beforelaunchingonthemarket,companieshavetotakesecurityandfunctionalityintoaccountbypouncingontheresearchandqualityofcosmetics.Withoutgoodquality,everythingismoonshine.

Itisnotsuccessfulmarketingstrategythatcanimprovemarketsharebutqualityandsatisfactiondegreethatdeterminewhetherornotcosmeticcansetupitsstandatthemarket.

2.2SeekingforNetworkOpinionLeader

Opinionleader,derivingfromthetheoryoftwo-stepflowofcommunication,referstothosewhoareactiveintheinterpersonalcommunicationnetwork,oftencomeupwithinformation,opinionsorsuggestionstoothersandexertinfluenceonthem.

Intheeraofinternet,underthedevelopmentandpopularizationofinternet,increasingnumberofnetizenstakeadvantageofforumandblogtoargueaboutproblemsconcerningsocial,politicalandeconomicfield.

Duringtheprocessofdiscussion,agroupofactivistsareinexistence,whospreadinformationandairviewontheirinterestedtopicsandimposeonothersbymeansofquantityandqualityofstatements.

Inspiredbytraditionalopinionleader,researchersentitlethiskindofnetizenasnetworkopinionleader.

2.2.2TypesofNetworkOpinionLeader

Inthelightofdurationofpersonalinfluence,networkopinionleaderisdividedintotwotypes:

EventbasedNetworkOpinionLeader

Virtualspacediffersfromtherealityofsocialenvironment.

Peopletalkfreelyamongvariousnetworkplatformsregardlessoftherestrainofreality,creatingfragileinterpersonalinteractionandrelationship.

Comparedwiththetraditionalsocialopinionleaders,networkopinionleaderslackcontinuitywiththeinfluenced,andsocialinteractionistheprerequisiteforpersonalinfluenceofopinionleaders.

Ontheotherhand,theInternetissues,involvingawiderangeofusersemerginginanendlessstream,andtheinterestpointofnetizensoftenchange,keepingtheleadershipisnoteasy.

Therefore,theremaybeasortofshort-livedeventbasedopinionleadersinthenetworkenvironment.

Opinionleadersoftenplaytheirpersonalinfluenceonlyinaparticularsocialevents,throughthedisseminationofinformationandopinionsabouttheevents,guidingpublicopinion.

Aftertheevent,theirleadershipsfadeaway.

（付永利，2010:17-18）Thereasonfortheleadershipofeventbasedopinionleadersisthattheyhaveaprofoundcomprehensionaboutaspecialeventorissueorgraspfirst-handinformation.

Group-basedNetworkOpinionLeader

Inspiteofthevirtualinterpersonalinteractionsinthenetworkworld,andthefactthatcontactbetweenpeopleinvirtualspaceisnotascloseasthatinreality,therearestillrecognizedgroup-basedopinionleaders,suchasthoseinthenetworkforumestablishedoncommoninterest.

Suchopinionleaderstendtofocusonaparticularareaofinterest,theabilitytosolveproblemsorthedegreeoffamiliaritywithsometopicsmakesthembecomeopinionleaders.

Thevalueorientationofthegroupbasedopinionleadersconformstothemainstreamofthegroup.

Meanwhile,theyarenotformalauthoritybutprestigioustobeworthyofrecognitionandworshipofmembers.

2.2.3CharacteristicsofOutstandingNetworkOpinionLeader

Rootinginthevirtualplatform,networkopinionleadersnotonlyhaveessenceoftraditionalsocialopinionleaders-diffusinginformationselectivelyandimpactingothersbyrecommending,butareinpossessionofdistinctfeaturesbecauseofspeciallivingenvironment.

Sharedinterests

Liketraditionalsocialopinionleaders,networkopinionleadersforgeclosebondswithpeopleinthesamecommunityovermutuallysharedinterest.

Thedifferenceisthatthegrouptheybelongtoexistsinvirtualsocietyandisbasedoncommoninterest.

Commoninterestisbridgebetweenopinionleadersandthosetheyaffecttogetherwiththepremiseofpersonalinfluence.

Thesameidentitymakestheirviewsmoreconvincingandtheyaremorelikelytogettrustandrespect.

ActiveParticipation

ActiveparticipationinthenetworkbehaviorisaprerequisiteforInternetuserstobecometheopinionleaders,throughactiveparticipation,userscanexpandtheirintercommunicationscope,improvetheirexposure.

Networkopinionleadersarepositiveinformationcommunicators,buttheactiverangeofdifferenttypesofopinionleadersisdifferent.

Eventbasedopinionleadersareactiveonlyinaparticularevent,whilegroupbasedopinionleadersareactivemembersinthegroupforaperiodoftime.

Onlywhenapersonhasadequateinterestinafieldandactivelyparticipatesintheactivitiesofthefield,otherswillbemorewillingtoacquireorfollowhisadvise.

Takingnetworkforumasanexample,standardslikeamountofpostsandlevelofforummoreorlessreflecttheextentofparticipation.

Continuedpostingcannotonlyimprovethedegreeofexposureintheforum,butalsothroughtherepliedfeedback,thewriterscanimprovetheirwritingskills,andunderstandthenormsandstandardsofforum.

What'smore,thequantityofpostwillaccumulatethepoints,thehigherpointsequaltothelongeronlinetimeandhigherdegreeofparticipationrepresentrichonlineexperience.

Allofthesefactors,tosomedegree,enhancetrustoftheparticipantsinthegroup.

ExcellentExpressionAbility

Onlinecommunicationeliminatesmanyessentialfactorsinfacetofacecommunicationascountenance,eyecontact,bodylanguage,pronunciationandintonation.

Inthevirtualspaceinterpersonalcommunicationisatextbasedcommunication,intheprocessofwhich,peoplecannotidentifysocialidentityinaccordancewithage,gender,levelofeducation,income,occupation,etc.Personalimageopinionleadersinthenetworkmainlyrelyonwhatheputsontheinternettoshapesopeoplewillpaymoreattentiontothepersonaltraitsrevealinginlinguisticinformation.

Inthefaceofthousandsofspeechexpression,personalizedtextexpressionbecomethevitalnecessityofopinionleaderstostandout.

Expertise

Whetherapersonhaspersonalinfluenceandwhetherhecanbeseenasaneffectiveopinionleaderdependonfamiliaritywiththistopicandcapabilitytoworkoutproblems.

Althoughequalityofinternetoffersequalrightsforeverymembertomakeastatement,butonlythosewithknowledgeandexpertiseinacertainareaandanalyzetopicfromuniquepointofviewalongwithprofoundinsightscanbecomponentfornetworkopinionleaders.

Expertiseheremeanseitherampleknowledgeandexperienceinaparticularfieldoruniqueandprominentanalyticalskillstoevent.

Today,theadventoftheInternetenablespeopletoeasilyobtaintheinformationyouwant.

Opinionleadersinvirtualcommunityarethosewhodelivermorethough