Abstract:

Internet has supplied comprehensive and abundant communication channels for the spread of the
word of mouth for books, while it has also given rise to impacts and challenges to its marketing. To respond to
the challenges, we have proposed some effective countermeasures, such as to build Internet word of mouth
ethic for books, to motivate the reader’s aspiration to retransmit it in view of the user perspective and to
monitor and evaluate the marketing effect for the word of mouth.