Analysis and Recommendations for Community E-commerce Word-of-Mouth Marketing Strategies Based on Trust Theory

Abstract

Based on the perspective of trust theory, this paper conducts in-depth research and analysis on the word-of-mouth marketing strategy of community e-commerce. In the course of the research, the basic concepts of trust theory and the characteristics of community e-commerce are sorted out, and the importance of word-of-mouth marketing in community e-commerce is clarified. The research results show that the success of community e-commerce word-of-mouth marketing is closely related to users' trust in the platform. Community e-commerce word-of-mouth marketing has challenges to the authenticity of word-of-mouth, the proliferation of false word-of-mouth, and the response to public opinion crises. In order to solve these problems , through the implementation of strategies such as strengthening the monitoring and management of user evaluations, establishing a true and credible word-of-mouth communication mechanism, strengthening the identification and prevention of false word-of-mouth, and establishing a crisis management mechanism to respond to public opinion crises in a timely manner, these strategies will help improve community e-commerce The effect of word-of-mouth marketing and users' trust in the platform will promote the innovation and sustainable development of the community e-commerce industry.