[Objective] Study on spillover effect of Internet Word of Mouth on enterprise brand, as the basis for enterprise to take timely measures to deal with risks. [Methods] This paper uses information entropy method to build evaluation index system of spillover effect of Internet Word of Mouth, and make comparative analysis of spillover effect direction and intensity of Internet Word of Mouth based on “Deadly Yuantong Express” event on Sina Microblog. [Result] The experiment result shows that users produce strong negative emotional tendencies during the process of the entire event. The strength and direction of spillover effect of the event on competitive brands are different. The intensity of negative spillover effect is higher than the positive. The duration of negative spillover effect is longer than positive. [Limitations] There is lack of analyzing the spillover effect of Internet Word of Mouth on other related enterprises. [Conclusions] The proposed index system can be used to monitor the spillover effect direction and intensity of Internet Word of Mouth in negative event.
何跃, 宋灵犀, 齐丽云. 负面事件中的品牌网络口碑溢出效应研究——以“圆通夺命快递”事件为例[J]. 现代图书情报技术, 2015, 31(10): 58-64.
He Yue, Song Lingxi, Qi Liyun. Spillover Effect of Internet Word of Mouth in Negative Events——Take the “Deadly Yuantong Express” Event for an Example. New Technology of Library and Information Service, DOI：10.11925/infotech.1003-3513.2015.10.08.
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