Improve User Engagement
MSc candidate Jennifer Tan is using her research to help improve the effectiveness of online user-generated word-of-mouth marketing campaigns.
Since the rapid growth of social media, companies have started to use this digital space to engage with consumers and increase the publicity for their products and services. However, the rapid growth also led to a challenge for marketers: as the digital space becomes saturated with advertisements, users are becoming overwhelmed, disengaged and experience advertising fatigue.
MSc candidate Jennifer Tan is using her research to investigate how companies can capitlize on user-generated, word-of-mouth campaigns to create effective marketing campaigns.
“My research investigates how companies can more effectively run word-of-mouth campaigns, and influence purchasing behaviour.”
Beyond the Research
- U of G Orientation-Week Volunteer Team Lead (2017)
- Peer Helper, U of G (2017-2018)
- General Director, Student Representative for Department of Marketing and Consumer Studies (2017-2018)
- Fluent in English, Cantonese and Mandarin
Education
- MSc, Marketing and Consumer Studies, University of Guelph
- Bachelor of Business Administration, Guangdong University of Technology (2016)
- Thesis: The Effect of Medium, Endorsement Styles and Valence on Consumer Attitude
Research Interests
- Consumer behaviour
- User-generated marketing campaigns
- Endorsement marketing
- Social media marketing