JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Managing Buzz Marketing in the Digital Age
Author(s): Iris Mohr
Citation: Iris Mohr, (2017)"Managing Buzz Marketing in the Digital Age," Journal of Marketing Development and Competitiveness Vol. 11, Iss.2 , pp. 10-16
Article Type: Research paper
Publisher: North American Business Press
Buzz marketing is a promotional posture that is focused on maximizing word-of-mouth of a product or
phenomenon in a viral way via technology, whether through personal conversations or on larger scale discussions on social media platforms. Ultimately, buzz marketing affects brand perceptions, but there is still the question as to why certain brands, situations, or phenomenon are talked about more than others, both right after first exposure and in the months that follow? The purpose of this article is to improve the understanding of buzz marketing, and to propose a three step buzz marketing process based on the extant literature for implementing buzz marketing successfully.