Language in Social Media

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Language in Social Media

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    Social Media

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    COURSE OBJECTIVE
    The student obtains insight into the scientific theories and empirical findings regarding electronic word of mouth and webcare;
    The student can apply theories about electronic word of mouth and webcare on case studies;
    The student is able to collect and analyze webcare messages on visual and linguistic features;
    The student can formulate a webcare strategy in which scientific theories and empirical findings are applied.

    COURSE CONTENT
    This course focuses on language in social media by investigating electronic word of mouth and webcare. Since the rise of social media,
    consumers are enabled to voice their complaints, questions, and remarks to a large audience (i.e., electronic word of mouth). For instance,
    consumers post a negative review of their restaurant visit on Tripadvisor or tweet about their positive experience with an electronic device they recently ordered. Electronic word of mouth impacts the reputation of brands. To prevent and control potential negative impact of dissatisfying customer experiences, organizations have appointed organizational representatives to monitor the online interaction (i.e.,
    who are talking in which sentiment about our organization/products/services?). When deemed necessary, these representatives intervene by responding to questions, complaints, and compliments. Such practices have become known as webcare. Recently, webcare has become a topic of interest in scientific research. There have been numerous experimental studies in which the effects of specific webcare interventions are examined. But it is still unclear which determinants play a role in this process and which (psychological, linguistic, interpersonal) theoretical models can be related to the phenomenon of webcare. The course teaches the theoretical principles related to webcare, as well as providing students hands-on experience (monitoring and analyzing consumer messages).

    TEACHING METHODS
    Lectures and seminars

    TYPE OF ASSESSMENT
    Written exam, oral group presentation, written group report

    ENTRY REQUIREMENTS
    Students must have passed Language, Media, and Communication.

Course Disclaimer

Courses and course hours of instruction are subject to change.

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