Introduction to Electronic Word-of-Mouth Communications
- 41 mins on-demand video
- 3 articles
- 2 downloadable resources
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
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- Develop a 360° view of the topic of electronic word-of-mouth
- Gain a more formal and academic standpoint of electronic word-of-mouth in the context of marketing communications
- Acknowledge the key considerations and factors for promoting eWOM
This course introduces the topic of electronic word-of-mouth communications (eWOM), which is an important concept in the area of branding and marketing communications. eWOM communications is related to the group of marketing activities that involve social media marketing, viral marketing, etc., as well as user and consumer-generated content available via the internet.
The material presented in the course is aimed at individuals who require a formal grounding in eWOM and a strategic understanding of the subject, from an academic perspective. By boiling down the fundamental concepts central to eWOM into a number of bite-size lectures, this course first exposes the definition of traditional word-of-mouth (WOM). The transition from WOM to eWOM is then explored, paying particular attention to explaining Kotler’s “Model of Consumer Behaviour”, which underlines the buying decision process. A timeline is provided to mark the different milestones that witnessed the transition from WOM to eWOM. This course also sheds light on some of the key high-level factors for promoting eWOM, including website considerations, content requirements, social media considerations and many more.
Throughout the course, several real-life examples are provided. These are from the world of retail and more specifically the domain of fashion retail, which is widespread and happening globally. Therefore, the course material also highlights practical aspects on how, for example, bloggers, website owners, marketing professionals, organisations, etc., are able to establish eWOM communications.
- Individuals with a keen interest in understanding word-of-mouth in the context of 21st century marketing communications
- Professionals who need to drive eWOM strategies at enterprise level
- Individuals who are involved in blogging and social media but who do not currently have a formal grasp of the topic of eWOM
This is the very first lecture in this series, where we'll go through introductions.
Here, we'll be looking at who the target audience is for the course as well as the key learning objectives. We'll also mention topics that fall outside the scope of the course.
This lecture demonstrates how to use the Nibbler tool for assessing a website in terms of attributes for accessbility, experience, marketing and technology.