在线口碑和产品销售动态对电影行业的实证调查外文翻译.docVIP

在线口碑和产品销售动态——对电影行业的实证调查外文翻译 Introduction Word-of-mouth WOM has been recognized as one of the most influential resources of information transmission since the beginning of human society Godes and Mayzlin 2004; ham and Netemeyer 2002; Reynolds and Beatty 1999. However, conventional interpersonal WOM communication is only effective within limited social contact boundaries, and the influence diminishes quickly over time and distance Bhatnagar and Ghose 2004; Ellison and Fudenberg 1995. The advances of information technology and the emergence of online social network sites have profoundly change