首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing
There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing
admin
2014-06-25
51
问题
There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing presences on Facebook. Yet the true value of social networks remains unclear, and while common wisdom suggests that they should be tremendous enablers and amplifiers of word of mouth, few consumer companies have unlocked this potential.
More recently, we have adopted a new mind-set: we think of word of mouth generated on social networks as a distinct form of media. This idea is more than a semantic detail. When you think of word of mouth as media, it becomes a form of content, and businesses can apply tried-and-true content-management practices and metrics to it. In addition, word of mouth generated by social networks is a form of marketing that must be earned—unlike traditional advertising, which can be purchased. Therefore, companies could succeed only by being genuinely useful to the individuals who initiate or sustain virtual world-of-mouth conversations.
An effective way for a brand to be useful in the context of social networks is to make people who o-riginate a word-of-mouth conversation seem important within their own social environment. Recognition by peers is a powerful motivator, and brands that allow users to gain it deliver real perceived value. When users publicize that recognition, it translates into word of mouth.
Never underestimate the value consumers place on opportunities to boast online about their achievements. For example, when members boast of reaching their target weight with help from Bodybuilding. com workouts, we receive authentic and credible word-of-mouth approval at almost no cost. In fact, if recent behavioral research is accurate, these experiences can create "contagions" in which the behavior of users is mirrored by their networks of friends, amplifying the word-of-mouth effect and reflecting well on the underlying brands.
It’s our strong intuition that virtual items play an important role in facilitating virtual word of mouth. People’s obsessive acquirement for virtual items reinforces our notion that users seek online importance; they purchase virtual goods primarily for self-expression and for recognition. Virtual gifting is becoming an important consumer activity among Facebook members. Today, much of this activity is free, but Facebook is introducing a virtual-currency "credit" system that will allow sellers to get real dollars for their gifts. In the context of a social network, it is not a stretch to conceive of virtual gifts as important objects, especially as their availability can be strictly limited. Just think about the fervor consumers accord collectibles of all kinds, from baseball cards to coins. If virtual items prove similarly desirable, they are likely to be a big deal for consumers and marketers, as well as a great tool to create useful word-of-mouth media.
Word-of-mouth marketing through social networks could emerge as an important tool in the marketer’s arsenal. That will depend on whether marketers can tame the fundamentally unpredictable and accidental nature of word of mouth without losing what makes it so valuable in the first place—its authenticity.
The text intends to tell us______.
选项
A、how to unlock the potential of social networks
B、how to read people’s online activities
C、how to create authentic marketing
D、how to explore the attractiveness of virtual items
答案
A
解析
本文共分为六个段落。第一段指出现状(问题):鲜有公司能够充分挖掘社交网络的潜能。第二段提出新理念(解决办法):将社交网络下的口碑当做一种独特的媒介。第三段介绍“使品牌在社交网络中有用”的方法一:让会话发起者显得重要(得到同伴的认可)。第四段对第三段做出补充论述:应重视消费者在线吹嘘自己的成就时所带来的价值。第五段介绍“使品牌在社交网络中有用”的方法二:发挥“虚拟商品”的吸引力。第六段总结全文,指出社交网络下口碑营销的重要作用及发挥这种作用的决定性因素。由此可见整个文章旨在论述如何充分挖掘社交网络的潜能,[A]选项正确。
转载请注明原文地址:https://kaotiyun.com/show/FUK4777K
0
考研英语一
相关试题推荐
Self-esteemiswhatpeoplethinkaboutthemselves—whetherornottheyfeelvalued—andwhenfamilymembershaveself-respect,
Self-esteemiswhatpeoplethinkaboutthemselves—whetherornottheyfeelvalued—andwhenfamilymembershaveself-respect,
Everycultureattemptstocreatea"universeofdiscourse"foritsmembers,awayinwhichpeoplecaninterprettheirexperience
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomes,companiesreliedmainlyonprintandradiotopr
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomes,companiesreliedmainlyonprintandradiotopr
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomes,companiesreliedmainlyonprintandradiotopr
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomes,companiesreliedmainlyonprintandradiotopr
Antibiotics,beforetheybecameusedasdrugs,werenaturalproducts.Anewfindingprovidesthefirstdirect【C1】______thatanti
Antibiotics,beforetheybecameusedasdrugs,werenaturalproducts.Anewfindingprovidesthefirstdirect【C1】______thatanti
随机试题
医务人员在一定的医德认识,情感、意志、信念的支配下所采取的行为是指医务人员自觉地克服在履行医德义务中所遇到的困难和障碍的毅力是指
患者,女,16岁。2天前淋雨,次日出现寒战、高热,继之咳嗽,咳少量黏液脓性痰,伴左侧胸痛。查体:体温39.8℃,急性病容,口角和鼻周有疱疹,心率110次/分,律齐,血白细胞15×109/L。最可能的诊断是()
A.肺肝B.心肝C.肺脾D.肺肾E.肺心感冒夹惊的病位于
不存在神经节的传出神经是
下列关于工程项目投资决策分析的基本要求,说法正确的是()。
250g乙醚中溶解了10.6g某难挥发性的非电解质,测得沸点上升了0.844℃,已知乙醚的沸点上升常数Kb=2.11℃.kg/mol,则该非电解质的摩尔质量为()g/mol。
未经( )及项目设计负责人允许,施工单位无权修改没计。
甲公司为增值税一般纳税人,适用的增值税税率为17%。2×17年1月甲公司董事会决定将本公司生产的500件产品作为福利发放给公司管理人员。该批产品的单位成本为1.2万元,市场销售价格为每件2万元(不合增值税税额)。假定不考虑其他相关税费,甲公司在2×17年因
地藏菩萨头顶宝瓶内存智慧光,让智慧之光普照世间一切众生,使众生解脱血火刀兵之灾,得无上之力。()
设向量组(Ⅰ):α1,α2,α3;(Ⅱ):α1,α2,α3,α4;(Ⅲ):α1,α2,α3,α5,若向量组(Ⅰ)与向量组(Ⅱ)的秩为3,而向量组(Ⅲ)的秩为4,证明:向量组α1,α2,α3,α5-α4的秩为4.
最新回复
(
0
)