有影響力的品牌意見領袖是廣告所無法替代的，因此企業會付費請擁有眾多追隨者及粉絲的寫手為品牌代言成為品牌說書人以創造出比廣告更有價值的網路討論聲量；相較於傳統行銷媒體，網路口碑寫手的行銷成本更低，當企業能以較少成本創造出更大的品牌價值時，多數的企業會採取提高網路口碑寫手預算的策略，達到更好的宣傳效果。
完全競爭及寡占企業處在不同市場條件，因此運用網路口碑寫手會以不同的模式進行為企業帶來最大效益，也會產生不同的依賴程度。本研究以質性深度訪談為研究方法，訪談三間完全競爭企業與二間寡占企業，探究不同市場結構企業以寫手為行銷工具的動機及原因，分析企業與寫手合作執行過程所重視的面向，最後企業如何衡量寫手的成效，並比較完全競爭與寡占企業在三個階段中異同之處。
然而，網路口碑寫手已經是企業行之有年的傳播方式，企業在操作成效上不如過往，消費者對過往網路口碑寫手分享文也逐漸疲乏，企業與網路口碑寫手的合作，需靠著雙方在呈現方式的改變及合作模式的轉型來突破目前困境。

The influence of the opinion leaders is so powerful that it can’t be replaced by advertisements. Therefore, the brands are willing to pay the influencers who owns enormous numbers of followers and fans to become the brand ambassadors to create the digital word of mouth effect which is much more valuable than advertisements. Compared to the traditional advertising tactics, it costs less marketing budget for investing in E-WOM. When the brands could create higher brand value with less budget, most of the brand will adopt the strategy to increase the spending in investing in the cooperation of influencers in order to achieve a better marketing result.
The influencer strategy changes between different market segments and industries, in the result, the companies’ dependency level diverges as well. This research focuses on the qualitative method which based on several in-depth interviews. Three companies from perfectly competitive market and two companies from oligopoly market are interviewed during our research in order to analyze the motives and the reasoning behind for brands to adopt influencer marketing strategy under companies from different market types.
However, influencer marketing is no longer an innovative approach in marketing, the public is gradually getting exhausted by all the posts shared by the influencers, the companies are suffering to sustain the impressive results they had achieved previously. In order to re-boost the effectiveness of the influencer marketing and to conquer the challenges currently facing, both the companies and the influencers themselves need to rethink about their current strategy and to modify the pattern of the cooperation between both parties.

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MBA智庫百科【寡占市場】，取自：http://wiki.mbalib.com/zh-tw/%E5%AF%A1%E5%8D%A0%E5%B8%82%E5%9C%BA，檢索日期：2018/03/28。
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