社会化媒体环境中网络口碑的双刃剑效应--基于品牌危机视角

he brand crises happen frequently in the social media environment, and the public opinion guidance is formed by a topic in online word-of-mouth (WOM) communication. Many companies do not recognize of the double-edged sword effect of online WOM on brand crisis in the social media environment. In fact, online WOM has unique characteristics. The influence on brand crisis has a fast and complex process, and the consumer confidence is the key factor. The online negative WOM on brand crisis has evoked and diffusion effect, and the online positive WOM on brand crisis has weakened and repair effect. The companies should follow the rules in the light of its general trend, and receive more brand positive reputation before the crisis.