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.
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 defines the concept of word-of-mouth (WOM)
In this lecture, we'll get to discuss Kotler's "model of consumer behaviour" and how WOM is an intrinsic part of the model.
Here, we'll explore a timeline which exposes the transition from WOM to modern day eWOM.
This lesson probes deeper into the subject of eWOM, focusing on the relevant definitions as well as the implications of online communities and social media on eWOM.
Further details of eWOM are discussed in this lecture taking into account the context of the fashion retail industry, as an example.
This lecture demonstrates how to use the Nibbler tool for assessing a website in terms of attributes for accessbility, experience, marketing and technology.
This is part 1 of a discussion of important considerations and factors for promoting eWOM.
This is part 2 of a discussion of important considerations and factors for promoting eWOM.
This is the last proper lecture which concludes this series.
Here, you will find a list of references to pertinent articles and authors, for which you may choose to conduct some further reading in your spare time.
Attributions and special thanks to family and friends, etc.
Family and friends have always told me that I could be good at teaching, so I thought "okay, let's put that to the test!" We've now stepped into an age of digital knowledge revolution and, indeed, I wouldn't want to miss out that big party! Contributing to knowledge sharing is an awesome achievement because knowledge is a powerful asset that stands the test of time.
Seeing a student sign up for my course is a great honour and for those of you who've registered, I'd like to thank you so much for doing so. It's a real privilege to have you join me in what I hope you'll find an enjoyable learning experience.
What makes me tick...
A passion for understanding how things work and teach how things work.
My background and experience in a nutshell…
I'm a seasoned technology professional with a wealth of experience in business analysis, product management, information & knowledge management, technical publications and applied ontology. I've served in key roles for high-technology enterprises and I'm an expert in the field of knowledge modelling. My innovative works in the area of knowledge modelling, system interoperability and manufacturing engineering have featured in over a dozen articles published in leading journals and conferences. I have a Ph.D. in Applied Ontology and graduated with distinction in Product Design Engineering.
What I do in my spare time…
I really enjoy the company of family and friends, as well as playing the guitar and attending gigs. I'm also well into running and taking long walks with my incredibly supportive wife, Luisa. On a quiet weekend, you'll find me chilling on the settee watching action and science fiction movies or, otherwise, in the kitchen making sushi or some other mouth-wateringly good dish.