The Power of Online Marketing Communication - Analysis of the "Boycott Carrefour Incident" Network dissemination

The Power of Online Marketing Communication - Analysis of the "Boycott Carrefour Incident" Network Spread

A deep report by *China Business Journal* reporters Li Yuan, Li Li, and Cai Fang titled "The New Opinion Leader Communication Route in the Boycott of Carrefour." As someone has said, "Such investigations by journalists are valuable... because every group event on the internet must have its own ignition path, which is indeed worth careful analysis." I carefully read this report and found that the journalists did raise real questions in their analysis of the spread of the Carrefour incident: 1) How did the boycott event arise? 2) How did the boycott event spread? However, the journalists' answers were clearly wrong — they greatly overestimated the role of so-called "online community opinion leaders" and the mop website during these two stages. (Here, "online community" specifically refers to BBS forums.)