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随着科技的发展及互联网技术的普及,消费者对铺天盖地的传统线上、线下广告已经产生厌恶感,传统广告的营销效果及在消费者心目中的可信性已经不及从前,相反口碑营销所带来的营销效果则逐渐增强,在这种背景下,越来越多的公司、店铺选择病毒性营销作为营销策略的关键组成部分,通过有效的病毒性营销进行产品宣传、推广等活动。而在病毒性营销的传播过程中,相关营销信息的个性化则会促进产品服务信息的有效传播,扩大病毒性营销的影响,从而增加了消费者购买行为以及推荐行为发生的可能性。
With the development of science and technology and the popularization of Internet technology, consumers have become disgusted with the overwhelming traditional online and offline advertisements. The marketing effect of traditional advertisements and the credibility in consumers’ minds have been less than before. On the contrary, word of mouth marketing The marketing effect brought by it will gradually increase. Under this background, more and more companies and shops choose to use viral marketing as a key part of their marketing strategy and carry out product promotion and promotion activities through effective viral marketing. In the process of viral marketing communication, the individualization of relevant marketing information will promote the effective dissemination of product service information and expand the influence of viral marketing, thereby increasing the possibility of consumers’ purchasing behaviors and recommending behaviors.