• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2019 Vol.7(2): 65-69 ISSN: 2301-3567
DOI: 10.18178/joebm.2019.7.2.583

Application of 5T Word-of-Mouth Marketing Model in Weibo Marketing Taking Alipay’s “Chinese Koi” as an Example

Ling Hu and Xiaoguang Wu
Abstract—On September 29, 2018, Alipay launched the "Chinese Koi" event on Sina Weibo, which has become one of the most important events of the year in China's Internet community. Since the evolution of Weibo into the mainstream social media, it has become one of the important platforms for companies’ marketing activities. The process of Weibo marketing mainly involves the company's dissemination of information, attracting opinion leaders or users’ comment and sharing in Weibo, and achieving the marketing purpose through the spread of Internet word-of-mouth. This paper is based on the 5T model of word-of-mouth marketing, namely, Talkers, Topics, Tools, Taking Part and Tracking, and analyzes Alipay's “Chinese Koi” Weibo marketing activity.

Index Terms—5T model, word-of-mouth marketing, Weibo marketing, Chinese koi.

Ling Hu and Xiaoguang Wu are with the University of Science and Technology Beijing (USTB), China (e-mail: huling@ustb.edu.cn, 823600826@qq.com).

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Cite:Ling Hu and Xiaoguang Wu, "Application of 5T Word-of-Mouth Marketing Model in Weibo Marketing Taking Alipay’s “Chinese Koi” as an Example," Journal of Economics, Business and Management vol. 7, no. 2, pp. 65-69, 2019.

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