The Power of Electronic Word-of-Mouth in Social Media Marketing——the Case of POP MART
Abstract
This article reviews findings of the power of electronic word-of-mouth in social media marketing and aims to provide guidelines in this area for the pop toy brand POP MART. It mainly reviews literature on eWOM from the perspective of message receivers and senders. From the receiver side, Uses and Gratification Theory is applied to analyze what are receivers of eWOM seeking from media usage. From the sender side, it is found that homophily and credibility are two important attributes of persuasive online reviews. These findings help us to understand why POP MART grew rapidly in social media platforms in recent years and how it can improve in the future.
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DOI: http://dx.doi.org/10.18686/fm.v8i4.8729
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