Digital Marketing and Marketing Analytics

Consumer Word of Mouth: Understanding and Controlling Online Consumer Conversations

 

Audience: Senior Executives
Duration: 2 hours
Location: Miami Business School, University of Miami

Overview

Consumers are increasingly turning to online social platforms such as Yelp.com, Amazon.com, Facebook, Twitter, etc., for product information. As such, understanding, predicting and controlling consumer word of mouth (e.g., online reviews, tweets, etc.) is one of the most important tasks in the digital era. As such, this module provides insights into the following specific questions:  

Faculty


Zoey Chen

Professor Zoey Chen is a faculty member in the marketing department at Miami Business School.  She studies the psychology mechanisms behind online word of mouth and social sharing. Her research has been quoted in the Harvard Business Review, Fox Business, Entrepreneur Magazine, Huffington Post, and Vancouver Sun.


 

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