Short Video Blogger "Courtman" in the Face of Negative Word of Mouth Problems and Solutions

Abstract

This study examines the case of Li Shi Jin, a team member of the basketball short video blogger "Courtman" focusing on his drunk driving incident and the subsequent negative word-of-mouth phenomenon. The aim is to explore effective measures for mitigating the impact of negative online reputation and provide insights into how sports bloggers can address similar situations to minimize the repercussions brought about by unfavorable public perception. Through investigation and research, it is found that the public is more interested in the occurrence of similar negative news, so it is easier to generate negative word-of-mouth in the network environment. Therefore, it is particularly important for the "Courtman" team to dispel the influence of negative word of mouth and negative public opinion. As for the team itself, the team can exert its independent initiative and eliminate the negative effects through active and passive forgetting. At the same time, the team should also attach importance to the interaction with fans, guide fans to play their own attributes from the positive interaction, create a good reputation by carrying out high-quality fan interaction, and give play to the characteristics of opinion leaders among fans.