What's All The Buzz about?

@article{Carl2006WhatsAT,
  title={What's All The Buzz about?},
  author={Walter John Carl},
  journal={Management Communication Quarterly},
  year={2006},
  volume={19},
  pages={601 - 634}
}
  • W. J. Carl
  • Published 2006
  • Sociology
  • Management Communication Quarterly
Although the influential role of word-of-mouth communication has been known for decades, a more recent phenomenon is the emergence of explicit organizational efforts to stimulate “buzz” (contagious talk about a brand, service, product, or idea). Buzz marketing organizations either pay people, or seek volunteers, to try new brands and then have agents “talk them up” among their social networks. This article contends that the practice of buzz marketing is usefully framed within the study of… Expand

Figures and Tables from this paper

Honesty is the best policy: The effects of disclosure in word-of-mouth marketing
Marketers increasingly provide incentives to everyday consumers in exchange for generating buzz about their brand. The problem is that incented agents do not always disclose this relationship, andExpand
What Drive Consumers to Spread the Word in Social Media
The on-line social networks or social media facilitated the interactions and the information sharing between the Internet users. The marketers aware of the importance of the word of mouth andExpand
Traditional Word-of-Mouth (WOM)
Being the oldest and one of the most important channels of information exchange between people, WOM communications attracted a great deal of attention from researchers. It is well established inExpand
Research Note: Generating Social Buzz for Media Brands: Conceptualizing Social Network Word of Mouth
Marketing managers of traditional media brands are facing a challenging communication reality today. Reaching magazine brand users has become more complex since the number of communication platformsExpand
The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement
This research will be devoted to the study of buzz marketing, a concept that is in expansion in the present advertising landscape, to study its relevance and importance in corporate advertisingExpand
Understanding 'likers' on Facebook: differences between customer and non-customer situations
TLDR
This paper examines the inter-relationships among constructs such as identity, norm, involvement, and word-of-mouth behaviour in the context of the Facebook 'like' feature, and develops and test a few propositions relating to customer and non-customer situations among likers. Expand
Buzz in motion pictures : what is buzz and how can marketing create it?
In the movie industry, the extraordinarily successful theatrical performance of certain films is largely attributed to buzz. Despite longstanding commentary about the role of buzz in successful movieExpand
External brand communication: a literature review of the antecedents to word-of-mouth
Growing importance of word-of-mouth (WOM) has been acknowledged by both academics and practitioners. Consumers rely heavily on WOM in brand evaluations and consequent purchase decisions. SwiftExpand
Forum - Understanding the Buzz that Matters: Negative Vs Positive Word of Mouth
This article discusses negative and positive consumer word of mouth (NWOM and PWOM) in a mostly quantitative context. Based on the correlations between WOM and business growth found in Marsden,Expand
The role of disclosure in organized word‐of‐mouth marketing programs
Prevailing views of organized word‐of‐mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this viewExpand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 44 REFERENCES
A dyadic study of interpersonal information search
Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyad. Building onExpand
The buzz on buzz.
  • R. Dye
  • Business, Medicine
  • Harvard business review
  • 2000
TLDR
Buzz is increasingly the result of shrewd marketing tactics in which companies seed a vanguard group, ration supplies, use celebrity endorsements, leverage the power of lists, and initiate grassroots marketing, writes Renée Dye. Expand
Word of mouth: understanding and managing referral marketing
Marketing practitioners and theorists routinely cite the power of the personal referral on customer behaviour. However, relatively few companies have tried to harness the power of word of mouthExpand
Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth
SUMMARY This paper reports a preliminary investigation into interpersonal communication and personal influence on the Internet. It addresses the potential need to reformulate current thinking aboutExpand
Social Ties and Word-of-Mouth Referral Behavior
This article presents a network analysis of word-of-mouth referral behavior in a natural environment. The relational properties of tie strength and homophily were employed to examine referralExpand
Customers Or Sellers? the Role of Persuasion Knowledge in Customer Referral
EXTENDED ABSTRACT Word of mouth and customer referral have become veritable buzzwords in the world of business, as illustrated by popular management books on these topics (e.g., Godin 2000, RosenExpand
Word‐of‐mouth communication in the service marketplace
Word‐of‐mouth communication (WOM) is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of WOM in the service marketplace.Expand
A revised communication model for advertising: Multiple dimensions of the source, the message
Abstract The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The modelExpand
Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment
In this paper, we investigate the effectiveness of the firm's proactive management of consumer-to-consumer communication. We are particularly interested in understanding how, if at all, the firmExpand
Building the buzz in the hive mind
What is the secret to buzz marketing? Buzz marketing is defined as the amplification of initial marketing efforts by third parties through their passive or active influence. This powerful conceptualExpand
...
1
2
3
4
5
...