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Building the buzz in the hive mind
Author(s) -
Thomas Greg Metz
Publication year - 2004
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.158
Subject(s) - marketing buzz , advertising , business , sociology , marketing , internet privacy , computer science
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 conceptual framework is illustrated in this paper with practical information on how to build the buzz. Copyright © 2004 Henry Stewart Publications Ltd.