Search results

This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.

A structured focus group methodology was used in the study.

The paper finds that teenagers like being buzz agents, they view this role as a job, they usually conceal the fact that they are buzz agents, and they generally see no ethical dilemma in not revealing their status.

It is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.

The paper provides useful information on the marketing exchange process when teens are used as buzz agents.

Explains the concept of buzz marketing ‐ roughly, creating a stir ‐ and how it can be successfully applied to the teen market: its drivers are truth distorted, bad behaviour, and reality romanticised. Takes the shock value for buzz of the “South Park” TV show as a case study of bad behaviour, while Pop Rocks is an example of a product for which truth distorted created a rumour buzz; reality romanticised represents the practical idealism of teenagers. Outlines the requirements of a buzzable brand: invasive but invited, individualised, experiential, provocative, conspiratorial, connective and creative. Points out that buzz can also live in the adult world, with examples like a Mojito, a PDA, “Sex and the City”, and Viagra, while alcoholic drinks prosper through buzz. Lists the benefits that buzz brings to teenagers: they feel disenfranchised, are a subculture, seek stimulation, are engaged in selective identity formation, and aspire to be passionate people. Concludes with how a marketer could develop the drivers for a brand by creating an “alter ego” of what is the edge of the acceptable, the flipside of the brand’s persona.

This paper aims to investigate if product pre-announcement effects measured using stock market returns conform to the predictions of two competing consumer marketing theories. In particular, while buzz marketing theory indicates a direct positive effect, information asymmetry theory suggests an influence contingent upon evidence. The study also investigates whether a pecking order of performance effects exists across different signaling situations.

The final sample consists of 219 product-preannouncements reported in the Wall Street Journal between 2005 and 2015. The standard event study methodology was used to test for performance effects.

The results show that preannouncements with evidence alone significantly outperform those with buzz alone, and announcements containing buzz and evidence. Also, buzz acts as a salient moderator of the relationship between evidence and performance. In addition, company size also affects the evidence-performance relationship, with smaller firms benefiting more from evidence than larger firms.

The event study method assumes efficient markets and deals with publicly traded companies.

Managers can allocate resources wisely by deciding whether to invest in evidence or buzz in their pre-announcements.

In contrast to extant research that primarily investigates contingency effects, this study identifies how an important moderator, i.e. buzz affects performance.

This study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.

An 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.

The 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.

According 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.

In the US, the Super Bowl is annually the nation's highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite the increasing fragmentation of viewing audiences, Super Bowl is an event in itself. The case describes the marketing and social environment encompassing the Super Bowl, and addresses the metamorphosis that has helped it maintain its competitive edge. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today's sporting environment.

Reviews product life cycle theory and examines empirical evidence. Reports on empirical research carried out to determine the applicability of the theory to popular record products. Proposes a framework of the relationship between the producer life cycle and the marketing mix.

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

A comprehensive search of US marketing laws and regulations was conducted to find cases and regulations pertaining to practices that promote consumer interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer behavior.

The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model allows managers to consider the applicable case law and regulations for each type of practice.

The conceptual model developed here is the first of its kind. It provides a useful tool for consumer brand managers who are considering various practices to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering.

There has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the key criteria that viral marketing practitioners believe should be used to measure the success of viral marketing campaigns.

Semi‐structured interviews were undertaken with some of the premier web masters, those leading the development of much of the UK's viral marketing activities.

Two forms of viral marketing were identified, “random” and “placed virals”. The paper presents a viral marketing evaluation framework that identifies three key objectives and their particular evaluation criteria. Financial objectives and the need to measure the return on investment were identified as previously undocumented key issues.

The small size of the sample prevents generalization but the findings suggest that further research is necessary to confirm these findings and to explore the topic in greater detail.

Using the framework to measure the success of a campaign can help clients and agencies be more accountable and effective with respect to viral campaigns.

The determination of the evaluation of critieria of viral marketing campaigns is important because it is undertaken from a practitioners' perspective and is a topic not previously explored.