Chinese marriage websites: Research on the word-of-mouth marketing strategies of Singles Village

Abstract

Internet Word of Mouth (IWOM) is a positive or negative review of a particular product, service, or company posted and disseminated online by consumers using the Internet. Compared to traditional word-of-mouth, IWOM is characterised by its speed of dissemination, its wide reach and its negative impact on companies. Word-of-mouth marketing based on IWOM is a profound change in marketing history and represents a future trend in marketing development. Research on IWOM is still in its infancy, and relevant results are scarce. This paper starts with an analysis of the characteristics of IWOM and its communication features in the online environment, discusses in depth the application of IWOM objects and communication channels in the dating website Single Valley, and points out the differences between its traditional word-of-mouth communication. For IWOM channels, the paper delves into their classification, implementation forms, influencing factors and key points; for IWOM objects, the paper defines their connotations and principles of acquisition and processing. The business model of word-of-mouth marketing in the online environment and its impact on consumers is also categorised and analysed. Finally, the case of Single Valley is analysed about the reasons for the success of IWOM in this case. Based on this, the strengths and weaknesses of IWOM are presented, and the trends of IWOM are predicted. The above research will help companies gain a clearer and more comprehensive understanding of the importance, characteristics, and trends of word-of-mouth marketing in the online environment and help marketing organisations develop effective IWOM strategies based on specific consumer groups.