Introduction to Electronic Word-of-Mouth Communications

A digest of essential theory and important considerations with examples from the retail industry

Introduction to Electronic Word-of-Mouth Communications

Course Description

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 Consu... Read More »

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.

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Course Outcomes:
  • 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
Course Details:

Target Audience

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

Access Timeframe

Full Lifetime Access
Certificate Info:

Type of Certification

Certificate of Completion

Format of Certification

Digital

Professional Association/Affiliation

Udemy is not an accredited institution, but we offer skills-based courses taught by experts in their field.

Method of Obtaining Certification

When all lectures have been completed, a gold or green trophy will appear on the course dashboard, signifying that the certificate of completion is ready for download. Click on the trophy to view the certificate.

Additional Details

Certificates of completion can be accessed at Udemy.com and the mobile site, but not through the mobile apps or Apple TV. If you've completed a course on the mobile app or Apple TV, please log into Udemy.com through a browser to access your certificate.
About Instructor:

Dr. Tish Chungoora - Knowledge Modelling Specialist

Course Outline

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.

Technical Requirements

There are no prerequisites for this course

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