eWOM and Reviews Strategy

Designs a proactive electronic word-of-mouth (eWOM) programme that gets satisfied East African customers to review, share and refer honestly, using the GST framework (Hanlon and Tuten, 2022) and measuring advocacy rather than follower counts.

Use When

• Satisfied customers stay silent; we want more Google, Facebook, TripAdvisor or Jumia reviews without faking or buying them.
• Testimonials, results, certifications and endorsements need collecting, permission checks and placing on the website, proposals and WhatsApp sales chats, with a proof asset register.
• We want superfans and a referral programme: Connectors, Mavens and Salespeople, WhatsApp referral codes and Mobile Money rewards.
• We need to measure electronic word of mouth (eWOM) and advocacy, not just follower counts.

Do Not Use When

• playbook-reputation-management for responding to bad reviews, complaints and criticism.
• 08-influencer-marketing-strategy for paid creator and influencer programmes.
• strategy-customer-value-journey for the full funnel from awareness to advocacy.
• Stop before fabricating, buying or gating reviews, or offering incentives that break platform or consumer-protection rules.

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