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Hosted by RMIT's School of Economics, Finance and Marketing, Professor Eileen Fischer of York University will be presenting a public lecture on the rise of “electronic word of mouthâ€� (EWOM).
With the rise of online platforms where people with common marketplace interests can interact, “electronic word of mouth” (EWOM) has exploded. EWOM is the virtual equivalent of face-to-face communications where one person tells others what to purchase or avoid. But online platforms have also given rise to the emergence of a related but distinct phenomenon, collective market sensemaking. Whereas EWOM entails one person offering an opinion about a product, service or company to others, collective sense making entails multiple actors conversing with one another to provide and to seek both information and opinions in ways that help individuals come to their own understandings of products, companies or markets.
Those attending this talk will learn about the nature, drivers and dynamics of marketplace sensemaking, and will find an agenda for future research on this emerging topic. Practitioners who monitor online discussions about their products or firms will learn about communication strategies that elicit versus discourage high levels of engagement. And individuals who post online and want to draw their audiences into active conversations will find insights into how to refine their blogging tactics.