Why is the Popularity Short?Research on the Formation Mechanism of Internet-Famous Stores—The Evidence from Multiple Cases and Semantic Network Analysis
In recent years,internet-famous stores have sprung up in major cities in China.On the one hand,internet-famous stores become popular based on social network influencer marketing;on the other hand,we also witness the cruel sta-tus quo of these stores that"be popular and die quickly".Based on this contradictory phenomenon,this study deeply ex-plores the formation mechanism of internet-famous stores and finds the reasons why these stores are closed quickly.Based on the Eastern"over-marketing"and the Western"de-marketing"theories,this study first conducts fieldwork on six restaurants and cafes,and then uses multiple case studies and semantic network analysis to analyze the formation mechanism of internet-famous stores.The study found that:(1)in the early stage,internet celebrities over-promoted these stores and attracted many new customers;(2)in the middle stage,the experience of these stores did not meet customers'expectations and caused customer disappointment;(3)in the final stage,negative WOMs led to a decline in sales of these stores.Comparing the ever-green marketing theory,this article finally discusses the theoretical and practical contributions.
internet-famous storesformation mechanismmultiple case studiessemantic network analysis
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