How Digital Word-of-Mouth Impacts Purchase Decision


Consumers tend to use product reviews as a mental shortcut for purchase decision making. This makes online word-of-mouth communication in the form of product reviews highly influential in the consumer purchase process.
But how do consumers actually process the review information in their minds? And how do different aspects of online product reviews affect their behavior? Learn more from recent research findings on consumer online behavior in this master class by Prof Tuck Chung, Associate Academic Director of ESSEC’s Master of Science (MSc) in Marketing Management & Digital program.

Join us in this master class
Date: 24 March 2018 (Sat)
Time: 1:30pm - 2.30pm (registration starts at 1:00pm)
Venue: Westin Grande Sukhumvit, Bangkok

Prof. Tuck

Speaker's Profile
Prof Tuck Chung is Associate Prof of Marketing and Associate Academic Director for MSc in Marketing Management & Digital at ESSEC Business School. Before joining ESSEC, he was the Assistant R&D Director in the Institute on Asian Consumer Insight (ACI). A champion of ACI’s digital behaviour cluster, he conducted industry workshops and served as keynote speaker and panel moderator in international conferences.
His research interests include consumer online behaviour, marketing analytics, mobile & digital marketing, and online personalization of products. His works are published in top academic journals such as Marketing Science and Journal of the Academy of Marketing Science (JAMS). One of his publications on personalization through social networks won the JAMS Sheth Foundation Best Paper in 2017.

Discover the ESSEC Experience - World-class Programs with Strong Career Outcomes

Founded in 1907 in France, ESSEC Business School is one of the world's top international business schools. Students have the opportunity to study in our global campuses in Asia, Europe and Africa, which serve as strategic gateways for building their careers and networks. Our Master's programs include:
  • Master in Finance
  • Master of Science in Management (Grande École)
  • Advanced Master in Strategy & Management of International Business
  • MSc in Marketing Management & Digital
  • MSc in Data Sciences & Business Analytics

Career Benefits

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We look forward to seeing you.

Best regards,

ESSEC Business School, Asia-Pacific
5 Nepal Park
Singapore 139408
Tel: (65) 6413 9729

Sat Mar 24, 2018
1:30 PM - 3:00 PM ICT
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General Admission FULL
Venue Address
259 Sukhumvit Road, Khlong Toei Nuea, Watthana Thailand
ESSEC Asia Pacific