Customer Relationships in the Digital World: The role of Online Brand Advocacy (OBA)

Consumers are your brand’s best advocates. Prospective customers want to hear the truth about your brand from other customers just like them.

Research shows that user-generated content (UGC) is more authentic and trustworthy, and subsequently, more influential, than brand-generated content (BGC). So, in this new era of social influence and multiple digital touchpoints, it is consumers – just like you and I – that have the power. In this webinar, we will talk about building customer relationships to generate online brand advocacy (OBA) for your brand.

Key takeaways: 

• Understand what OBA is and how to nurture your consumers to become your online brand advocates.
• View examples of OBA given by consumers
• Explore how brands integrate OBA into their digital marketing strategies
• Preview the latest research into OBA

About the Presenters:

Dr Violetta Wilk 
PhD, B.Com (Hons), Lecturer & Researcher in Digital Marketing
School of Business and Law, Edith Cowan University 

Violetta is a Lecturer and Researcher in Digital Marketing at Edith Cowan University. She has spent many years creating successful online and offline marketing and branding strategies, campaigns and projects for organisations in the corporate and tertiary sectors. Violetta teaches Social Media Marketing and Consumer Behaviour, and facilitates industry executive education courses and workshops on topics related to digital marketing. Violetta’s research projects focus on understanding branding and marketing in the digital era, by analysing social media user-generated content (UGC), big data and online sentiment. Her recent research explored the way in which consumers advocate for brands online (online brand advocacy (OBA)), why they do so and what pro-brand consequences this may lead to. Violetta's  work has most recently been published in the Journal of Product and Brand Management. Violetta maintains strong industry engagement and is a Fellow and Certified Practicing Marketer with the Australian Marketing Institute (AMI).

Please note: AMI Webinars are FREE for AMI members and 30AUD for non-members; the will be available to watch on demand  in the AMI Content Library.

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