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Digital Marketing and Marketing Analytics

Consumer Word of Mouth: Understanding and Controlling Online Consumer Conversations

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


Consumers are increasingly turning to online social platforms such as,, 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:  


Zoey Chen

Professor Zoey Chen is a faculty member in the marketing department at Miami Herbert 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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