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
,
Xiaoguang Wu
- University of Science and Technology Beijing (USTB), China.
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.
Keywords
- 5T model
- word-of-mouth marketing
- Weibo marketing
- Chinese koi
How to 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. https://doi.org/10.18178/joebm.2019.7.2.583
Copyright & License
Copyright © 2019 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).