摘 要
随着社交媒体和互联网技术的迅猛发展，负面口碑传播已成为影响企业品牌形象的重要因素。本研究旨在探讨负面口碑传播对企业品牌形象的具体影响机制，并提出有效的应对策略。通过系统文献回顾与理论分析，结合定量与定性研究方法，本研究选取了多个行业中的典型企业案例进行深入调研，同时采用问卷调查和实验设计收集数据，运用统计分析工具验证假设模型。研究发现，负面口碑传播不仅直接影响消费者对品牌的认知评价，还通过情感共鸣和社会信任等中介变量间接作用于品牌形象。此外，信息来源可信度、传播范围以及受众个体差异显著调节了负面口碑的影响程度。本研究创新性地构建了负面口碑传播影响品牌形象的多维度理论框架，揭示了不同情境下负面口碑传播的作用路径及其动态变化规律。基于研究结果，本文提出了包括主动监测舆情、优化危机沟通机制、强化品牌价值认同以及建立长期信任关系在内的综合应对策略。这些策略为企业在数字化时代有效管理品牌形象提供了重要参考。本研究的主要贡献在于拓展了品牌形象理论在负面口碑传播领域的应用，为实践者提供了科学依据，同时也为未来相关研究奠定了理论基础。
关键词：负面口碑传播；品牌形象；情感共鸣；信息来源可信度；应对策略
Abstract
With the rapid development of social media and internet technologies, negative word-of-mouth (WOM) propagation has become a critical factor influencing corporate brand image. This study aims to explore the specific impact mechanisms of negative WOM on brand image and propose effective response strategies. Through a systematic literature review and theoretical analysis, combined with both quantitative and qualitative research methods, this study selects typical corporate cases from multiple industries for in-depth investigation. Simultaneously, data are collected via questionnaire surveys and experimental designs, and statistical analysis tools are employed to validate the hypothesized model. The findings indicate that negative WOM not only directly affects consumers' evaluative perceptions of brands but also indirectly influences brand image through mediating variables such as emotional resonance and social trust. Furthermore, the credibility of information sources, the scope of dissemination, and individual differences among audiences significantly moderate the degree of negative WOM's impact. This study innovatively constructs a multi-dimensional theoretical fr amework for understanding how negative WOM affects brand image, revealing its pathways and dynamic patterns under different contexts. Based on the research results, this paper proposes comprehensive response strategies, including proactive public sentiment monitoring, optimizing crisis communication mechanisms, strengthening brand value identification, and establishing long-term trust relationships. These strategies provide significant references for enterprises to effectively manage their brand images in the digital era. The primary contributions of this study lie in extending the application of brand image theory in the domain of negative WOM propagation, offering scientific evidence for practitioners, and laying a theoretical foundation for future related research.
Keywords: Negative Word-Of-Mouth Spread; Brand Image; Emotional Resonance; Credibility Of Information Sources; Coping Strategies
目 录
1绪论 1
1.1负面口碑传播的研究背景与意义 1
1.2国内外研究现状综述 1
1.3研究方法与技术路线 2
2负面口碑传播的形成机制分析 2
2.1负面口碑传播的定义与特征 2
2.2消费者负面口碑传播的心理动因 3
2.3社交媒体对负面口碑传播的影响 3
2.4负面口碑传播的主要形式与渠道 4
3负面口碑传播对企业品牌形象的影响 4
3.1企业品牌形象的核心构成要素 4
3.2负面口碑传播对品牌认知的直接影响 5
3.3负面口碑传播对品牌忠诚度的削弱作用 5
3.4负面口碑传播引发的品牌危机风险 6
4负面口碑传播的应对策略研究 6
4.1建立有效的舆情监测体系 6
4.2积极回应与危机公关的重要性 7
4.3提升品牌形象以增强抗风险能力 7
4.4构建消费者信任的长效机制 8
结论 9
参考文献 10
致 谢 11
