Abstract

The development of Internet makes it possible that consumers can share their knowledge, experiences and opinions with high efficiency. Consequently, the electronic word of mouth (eWOM) communication and its network is becoming an increasingly popular research topic. In this article, the author first described the nature and impact of the eWOM communication, as well as the barriers for it. Subsequently, based on the previous social network theory and our own analysis, we introduced two marketing modes (depth-first mode and breadth-first mode). Finally, some implications are given for the marketers and market researchers.

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