Buzz Marketing Research Articles

Can Random Friends Seed More Buzz and Adoption? Leveraging the Friendship Paradox

A critical element of word of mouth (WOM) or buzz marketing is to identify seeds, often central actors with high degree in the social network. Seed identification typically requires data on the relevant network structure, which is often unavailable. We examine the impact of WOM seeding strategies motivated by the friendship paradox, which can obtain more central nodes without knowing network structure. Higher degree nodes may be less effective as seeds if these nodes communicate less with neighbors or are less persuasive when they communicate; therefore, whether friendship paradox–motivated seeding strategies increase or reduce WOM and adoption remains an empirical question. We develop and estimate a model of WOM and adoption using data on microfinance adoption across village social networks in India. Counterfactuals show that the proposed strategies with limited seeds are about 13%–30% more effective in increasing adoption relative to random seeding. These strategies are also on average 5%–11% more effective than the firm’s leader seeding strategy. We also find these strategies are relatively more effective when we have fewer seeds. This paper was accepted by Juanjuan Zhang, marketing. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2024.4991 .

The Influence of Discount Cuts and Buzz Marketing Strategies on Live Sales Through E-commerce on Impulsive Buying Behavior

The level of internet usage in Indonesia is considered very high, encouraging the community to continuously adapt to using technology as a medium for business creation. The utilization of technology in the business field requires business actors to enhance creativity and strategies to influence and attract consumer purchasing interest. This research will explain the influence of discounts and buzz marketing strategies on live sales through e-commerce on impulsive buying behavior, with respondents aged 15-29 who reside in Jakarta. The technique used in the research for sample selection is non-probability sampling with purposive sampling. Data collection in this research was conducted by distributing questionnaires. The research analysis technique used is Smart PLS. Ultimately, the results of this study show that discounts on live sales through e-commerce have a positive but insignificant effect on impulsive buying behavior. Meanwhile, buzz marketing in live sales through e-commerce has a significant positive effect on impulsive buying behavior.

Revolutionizing marketing strategies: analyzing guerrilla marketing, brand image, and brand awareness impact on Gen Y purchasing decisions

Abstract The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

Buzz marketing on social media and its role in a brand building-An exploratory study of the opinions of a sample of viewers of Zain Iraq advertisement to launch a service 4G

The research aims to test the correlation and influence between buzz marketing and brand building and to identify the most effective buzz marketing techniques on social media, that contribute to building and spreading the brand. This study came to highlight the advantages that can be achieved from using buzz marketing techniques through social media. The research problem crystallized the extent to which Zain Iraq relied on buzz marketing techniques in its advertising campaign to launch the 4G service. The research sample consisted of (320) respondents who viewed the Zain Iraq advertisement to launch the 4G service. Social media (Facebook, Instagram), the analytical descriptive approach was adopted in analyzing the answers of the sample, and the spss v.26 programs and the SmartPLS program were used to reach the results. The seeding strategy was the most influential technique in building the brand, which is what Zain Iraq adopted in its advertising campaign to launch the fourth generation 4G service, as it used some famous artists to support the process of announcing its new services, and it also used the technology of creating noise by publishing the company’s advertisement in All its official pages, which greatly accelerated the spread of the advertisement.ا

The Measurement of Buzz Marketing: Bloggers as a Model

Buzz marketing is one of the modern marketing methods that have begun to arouse the interest of researchers to know its effects , whether on the organization or customers . This study aims to reach a better understanding of buzz marketing ; Therefore , three techniques by which this technique can work have been presented. Then the study suggests a measure to identify the level of buzz marketing in business . The techniques and the questionnaire were presented to a scientific committee composed of experts in the field of marketing management to test the validity . The scale was practically tested by a sample of (208) bloggers who became known and have good popularity in social media . After collecting the answers of the sample members and analyzing them in statistical programs -SPSS V.23 & AMOS V.23- to conduct tests to ensure the accuracy and reliability of the scale , this study presented a 10-item scale that could be used in future studies dealing with buzz marketing .

Buzz marketing: Examining the effect of online reviews on purchase consideration

Buzz marketing is a novel and interesting approach in the service industry that generates interest and excitement about a product or service through word-of-mouth promotion and viral marketing, rather than relying solely on traditional advertising methods. This study investigates the impact of online reviews on the sales of various products and services. To do this, a sample of 410 participants was drawn from a diverse group of customers living in Delhi and the National Capital Region of India. Both primary and secondary data collection methods were used to gather data, and a closed-ended questionnaire was administered to collect information. The study found that online review quality and reviewer characteristics significantly impact consumer attitudes and purchase intentions, with individual consumer characteristics acting as a negative moderator. These results have important implications for businesses looking to improve sales through online reviews. The originality and value of this study lies in its examination of the relationship between online reviews, review quality and reviewer characteristics on consumer attitudes and purchase intentions. By understanding these relationships, businesses can improve their online reputation and increase sales by focusing on high-quality reviews and maintaining the credibility and reputation of their reviewers.

The Relationship Between Buzz Marketing on Social Media Platforms and SMEs' Performance

The Relationship Between Buzz Marketing on Social Media Platforms and SMEs' Performance

Analysis on Marketing Strategy of New Style Tea Drinks-- Case Study of Cha Yan Yue Se

In view of the vigorous development of China's new style tea beverage market, the market saturation has increased, and the competitiveness has become larger. Therefore, the way to seize the market share in the current market, brands are required to focus on differential development and highlight their own advantages. Based on the current development of the tea beverage market, this paper takes Cha Yan Yue Se as the object to make the research and analysis. Besides, the paper uses buzz marketing, 4C theory and other analysis methods to explore the marketing strategies that make the brand successful, and summarizes the current market trends, and proposes how to make full use of differentiated marketing in a saturated market environment to highlight the brand's own competitive advantages. It can provide reference for the development of Chinese new tea drinks.

Impact of Perceived Value of services and Buzz Marketing on the relationship between Service Quality and Customer Satisfaction:- A Meta-Analysis

Impact of Perceived Value of services and Buzz Marketing on the relationship between Service Quality and Customer Satisfaction:- A Meta-Analysis

Enhancing SME Performance Through Entrepreneurial Marketing: Evidence From The Tourism Industry In Pakistan

This study explores the impact of Entrepreneurial Marketing Orientation (EMO) on the performance of Small and Medium-sized Enterprises (SMEs) within the tourism sector in Pakistan. Despite extensive research on EM in developed countries, there is a notable gap in understanding its role in emerging markets, particularly in Pakistan. This research aims to fill this void by empirically investigating the relationship between EM, innovative capabilities, and the overall performance of tourism SMEs. Utilizing a structured questionnaire survey administered to 403 owner/managers of tourism SMEs, the study adopts a positivist philosophy with a quantitative methodology.[1] The findings indicate a significant positive relationship between EM and SME performance, mediated by innovative capabilities. EM practices such as buzz marketing, viral marketing, and guerrilla marketing were found to be particularly effective in enhancing marketing, innovative, and entrepreneurial performance. This research contributes to the theoretical framework of EM by integrating insights from marketing and entrepreneurship studies, emphasizing the necessity for SMEs to adopt innovative and adaptive marketing strategies to thrive in a highly competitive and resource-constrained environment. Practical implications suggest that tourism SMEs in Pakistan can substantially benefit from incorporating EM strategies to navigate market complexities and achieve sustainable growth. Future research should extend this investigation across different industries and geographical contexts to validate and expand upon these findings.

The Impact of Electronic Word of Mouth (EWOM) Using Influencers on Brand Awareness and Purchase Intention

Digitalization has transformed individuals’ behaviour in receiving information. The changes has encourage marketer to shift their marketing strategy, from offline to online. With the existence of internet, Word of Mouth (WOM) strategy has converted to electronic Word of Mouth (eWOM)with the help of social media. eWOM itself has an advantage of raising awareness of a product, service, or a brand itself. Adopting the eWOM concept, there comes a new marketing strategy called buzz marketing, in which usually is using a third-party to maximize the viral and trending effect from eWOM. Using a case study from a beauty brand, Secondate, this paper analyzes the buzz marketing campaign that was done by Secondate on their first launching. Instead of using a buzzer, Secondate used more than 20 Indonesian influencers to create a buzz on social media and increase brand awareness of the brand Secondate. This paper alsoexplains the benefits of using influencer in eWOM instead buzzers in terms of leveraging a brand awareness. The result of this paper is that eWOM through influencer has a positive impact in increasing brand awareness, while influencers have no significant impact in customers’ purchase intention.

The role of buzz and viral marketing strategic on purchase intention and supply chain performance

The purpose of this study is to analyze the effect of viral marketing and purchase intention, the influence between viral marketing and supply chain performance, the influence buzz marketing and purchase intention, the positive buzz marketing and supply chain performance, and the influence between purchase intention and supply chain performance. This study uses quantitative methods and data analysis techniques Structural Equation Modeling Equation Modeling using SmartPLS 3.0 software. The sample selection method used the snowball sampling method. Online questionnaires were sent to respondents as many as 120 Freight Forwarders in DKI Jakarta. Based on data analysis, it was found that there is a positive influence between viral marketing and purchase intention, there is a positive influence between viral marketing and supply chain performance, there is a positive influence between buzz marketing and purchase intention. There is a positive influence between marketing buzz and supply chain performance. There is a positive influence between purchase intention and supply chain performance. The novelty of this research is a model of the relationship between viral and buzz marketing on purchase intention and supply chain performance and the results of this study can be applied in other organizations and in other countries.

Supply chain performance and visit interest of restaurants: The role of buzz and viral marketing strategic

The purpose of this study was to analyze the relationship between buzz and viral marketing strategy on supply chain performance and visit interest of restaurants in Banten Indonesia. This type of research used explanatory with a quantitative approach using SEM-based variance analysis, this is because the dependent and independent variables in this study amounted to more than one so that they could use variance-based SEM to summarize the formulation of the analysis. The study was conducted on 120 restaurant owner respondents in the province. Banten Indonesia. The distribution of the questionnaire in this study was carried out in two stages, namely the distribution of online questionnaires via google form to restaurant owner consumers. The sampling technique used in this study is accidental sampling, namely the determination of the sample based on accidental samples. The results of this study are buzz marketing has a significant effect on supply chain performance, buzz marketing has a significant effect on visit interest, viral marketing has a significant effect on supply chain performance, viral marketing has a significant effect on visit interest, visit interest has a significant effect on supply chain performance.

Strategies of Buzz Marketing in Social Media Platform, its Effectiveness and Impact on Customer

Due to high use of Social Media platform, Live-stream videos are proven as successful buzz marketing activity because they provide an interactive element for consumers on social media. Buzz marketing is a strategy that creates word-of-mouth marketing with viral content, influencers, and interactive events to create buzz around the launch of a new product or service. In this paper, Strategies for Effective Buzz Marketing with use of social media are discussed and also the impact of buzz Marketing over consumers and how much Buzz Marketing is influential for the potential customers retention is also explained.

Pelatihan Buzz Marketing Pada Sepatu Adidas

Buzz Marketing or word of mouth is an important attribute of Buzz Marketing. There are four attributes in Brand Equality from Brand Awareness , namely Association Brand ,, apartPrecieved Quality (perceived quality), Brand Loyalty (Brand Loyalty) and Other Proprientary Brand Assets (brand assets). other). There are four levels in Buzz Marketing, namely: Top Of Mind , Brand Recall , Brand Recognition , and Unware of Brand . In this review, it only focuses on "Overview of Buzz Marketing in Adidas Shoes", the purpose of this final project is to find out where Adidas is in thePyramid Buzz Marketing. Based on the research results show that Buzz Marketing has an important role in the introduction of adidas shoe products. Good marketing quality can foster high customer satisfaction.
 
 Keywords: Buzz Marketing, Top of Mind, Brand Recall, Brand Recognition Unaware of Brand

Buzz Marketing as a New Practice of Digital Advertising

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

How being envied shapes tourists’ relationships with luxury brands: A dual-mediation model

Positive reviews of luxury brands on social media provide tourists with an opportunity for self-presentation. Recent studies have suggested that these reviews can easily trigger envy in receivers, yet few studies have discussed the effect of envy on review writers. This research examined the effects of review writers’ perceptions of being envied on their relationships with the luxury brands they shared on social media. The results of three experiments in vacation scenarios showed that writers were more likely to feel pride (anxiety) when they were benignly (maliciously) envied, eliciting a stronger (weaker) self-brand connection. Moreover, social tie strength played a moderating role. The effect of being envied was stronger when writers and receivers had strong (vs. weak) ties. Our findings provide luxury brand managers with managerial insights into content customization and platform selection in buzz marketing strategies.

Library collections promotion for preadolescents using social media marketing strategies

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

The Role of Buzz Marketing in Increasing Attention Towards Green Products, ModeratingRole of 'Shockvertising'

Current study aimed at examining the influence of using buzz marketing on drawing attention of customers towards green products through the moderating influence of shockvertising. Study employed elements of buzz marketing (buzzing, seeding, and motivation). Depending on quantitative approach, a questionnaire was uploaded online through Google forms and (456) responses were collected. Utilizing SPSSV26 program, results of study indicated that buzz marketing can have the ability to draw customers' attention towards green products through the moderating influence of shockvertising; results also indicated that buzz marketing through shockvertising can motivate individuals towards getting the product in order to experience what others have based on WoM through social media. Study recommended that buzz marketing is all about presenting what is unusual, but tackling the forbidden within the society as an approach to buzz marketing won't be a good choice for the organization.

A Bibliometric Analysis of Buzz Marketing : Research Areas, Concerns, and Suggestions for Advancement

Buzz marketing is widely used by marketers to generate buzz about products in the market. The purpose of this paper was to provide a complete overview of the existing 'buzz marketing' literature and to study current trends and future directions for researchers interested in exploring and contributing to the field of buzz marketing. The bibliometric and network methods of analysis of citation and co-citation were used to achieve the purpose of this research paper. This research included an evaluation of articles published in the Scopus database journals from 2001 – 2019. The bibliometric analysis was carried out using VOS Viewer software. The findings showed that the number of papers dedicated to the study of “buzz marketing” has diminished significantly in recent years, though there has been a significant increase in the number of activities to create buzz through buzz marketing by companies. In addition, the paper highlighted some of the area's most prominent papers. A conceptual model of buzz marketing has been developed from this bibliometric analysis. Lastly, the paper emphasized the new trends and addressed the relevant challenges faced in buzz marketing. This study concentrated exclusively on buzz marketing concepts, trends and challenges, and future directions.