Research on psychological mechanism of weakened effect of online word-of-mouth marketing in the era of intelligent media — A case study of Douban and Maoyan

Abstract

Since the development of the film industry, film review has been an important part of the film industry, which reflects the audience’s perception of the film, and now the audience is increasingly dependent on the film review platform. With the gradual capitalization of film industry, film reviews are gradually monopolized by capital interests, among which word-of-mouth marketing behaviors such as ” click farming” and “review deletion” have an impact on the audience’s trust degree. Based on the era of intelligent media, this paper adopts the method of in-depth interview to study how the behaviors of word-of-mouth platform Word-of-mouth platform — that is, film online review platform affects audience psychology and the effect of current word-of-mouth marketing on movies.