Author(s)

Lin Runxin ¹, Feng Zihan ¹

Affiliation(s)

¹ Shenzhen Tourism College, Jinan University, Shenzhen, China

Corresponding Author

Lin Runxin

ABSTRACT

With the development of Web 2.0, electronic word-of-mouth marketing is loved by more and more brands with its high credibility and low cost. The virtual community is the main location for word-of-mouth marketing using online opinion leaders. Through the case analysis method, this paper chooses the marketing method of Estée Lauder, a typical case, to carry on the concrete analysis, in order to explore and summarize the application strategy of the online opinion leaders in the virtual community word of mouth marketing. In order to provide clear advice for enterprises.

KEYWORDS

Online opinion leaders, Electronic word of mouth marketing, Marketing strategy

CITE THIS PAPER

Lin Runxin, Feng Zihan. Research on the Application Strategy of Online Opinion Leaders in Virtual Community Brand Word-of-Mouth Marketing. Tourism Management and Technology Economy (2021) 4: 7-12. DOI: http://dx.doi.org/10.23977/tmte.2021.040102

REFERENCES

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