Research on network word-of-mouth marketing strategy under the environment of social media

In the recent ten years, more and more people in China have participated in virtual spaces, which has resulted in forming network social groups quickly. Network also plays the role of social media and has a great impact on people’s life. Social media such as micro-blog, Micro-message, and social network sites (SNS) are also showing a trend of rapid expansion. With Micro-message as an example, the 2014 second quarter financial report released by Tencent showed that active users (including the overseas Wechat users) reached 438 million in the financial consolidation month. Active users grew fast on a monthly basis. So, the growing trend of users using social media shows that the network socialization is quickly penetrating into their daily life.