What's All The Buzz about?

  title={What's All The Buzz about?},
  author={Walter John Carl},
  journal={Management Communication Quarterly},
  pages={601 - 634}
  • W. J. Carl
  • Published 1 May 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… 

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