口碑传播研究综述及其在网络环境下的研究初探

被引：59

作者：

黄敏学

王峰

谢亭亭

机构：

[1] 武汉大学经济与管理学院

来源：

管理学报 | 2010年 / 7卷 / 01期

关键词：

口碑传播; 电子口碑传播; 传播者; 接收者;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

1201 ;

摘要：

随着平民传播时代的到来,口碑传播研究再次兴起,尤其是电子口碑传播的研究,引起了实践界和理论界极大的关注。为此,从口碑传播的内涵、理论、主体、客体、效果、过程和研究方法等几个方面,通过对国内外有关经典口碑传播和电子口碑传播的研究进行系统性的梳理和评述,并在此基础上提出一个综合性理论框架解释电子口碑传播行为模式。

引用

页码：138 / 146

页数：9

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