With the advent of the civilian spreading era, research in diffusion of word-of-mouth reemerged. In particular, diffusion of electronic word-of-mouth under the Internet environment caused a big concern of practitioners as well as scholars. We summarize and comment on the classical research of diffusion of word-of-mouth and electronic word-of-mouth literature at home and abroad from the perspectives of intensions, theories, subjects, objects, effects, processes and research methods. Based on this, we establish a comprehensive theoretical framework to explain diffusion patterns of electronic word-of-mouth.
黄敏学, 王峰, 谢亭亭. 口碑传播研究综述及其在网络环境下的研究初探[J]. J4, 2010, 7(1): 138-.
HUANG Min-Xue, WANG Feng, XIE Ting-Ting. A Review on Word-of-Mouth and Its Development under Online Environment. J4, 2010, 7(1): 138-.