Open Access Open Access  Restricted Access Subscription or Fee Access

A Study on Effectiveness of Buzz marketing Campaign and its Impact on product marketing

P. Megala Devi, A. Karthikeyan

Abstract


The Study on buzz marketing ,an expansion of advertising field in its growth phase is a field of interest by most marketers around the world . The object of this communication is to contribute to the comprehension of the effectiveness of a buzz marketing campaign, to determine its contribution to advertising and to analyze the relationship between the brand and the consumer. We also propose an abstract model to establish an explicit and a direct connection between buzz marketing and the variables that measure its effectiveness. We examine the moderating role of involvement on these variables. The review of the literature of this present research demonstrates that the effectiveness of buzz marketing will be analyzed through the main objects pursued by companies usually namely: image to the brand, awareness to the brand and purchasing decision.

Keywords: Buzz marketing, image, awareness, purchasing decision, involvement.

Full Text:

PDF

References


Arnould, E. J. & Thomson, C. J. (2005). "Consumer Culture Theory (OCT): Twenty Years of Research," Journal of Consumer Research 31, 868-882.

Badot, O. & Cova, B. (1992). "Des Marketings en Mouvement, Vers Un Néo-Marketing?," Revue Française du Marketing

(136), 5-27.

Badot, O. & Cova, B. (1995). "Communauté et Consommation: Prospective Pour Un Marketing Tribal," Revue Française du Marketing (151), 5-17.

Badot, O. & Cova, B. (2003). "Néo-Marketing, 10 ans Après: Pour Une Théorie Critique de La Consommation et du Marketing Réenchanté Néo-Marketing,"

Journal of Marketing Research & Case Studies

Revue Française du Marketing 195 (5), 79-95.

Billon, D. & Tardieu, J. M. (2002). Les Nouvelles Techniques de Marketing,

Chiron.

Carl, W. J. (2006). "What's All the Buzz About? Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices," Management Communication Quarterly (Mcq), 19 (4), 601-635.

Chetochine, G. (2007). Tu Buzz or Not to Buzz: Comment Lancer Une Campagne de Buzz Marketing, Evrolles.

Christensen, L. T., Torp, S. & Firat, A. F. (2005). "Integrated Marketing Communication and Postmodernity: An Odd Couple?," Corporate Communications,

(2), 156-168.

Coutelle-Brillet, P. (2004). Marketing- de L'analyse a L'action, Pearson Education, France.

Cova, B. (1997). "Community and Consumption Towards a Definition of the "Linking Value" of Product or Services,"

European Journal of Marketing, 31 (4), 297-318.

Cova, B. (2000). 'Au-Delà du Marché: Quand Le Lien Importe Plus Que Le Bien,'

L'Harmattan.

Cova, V. & Cova, B. (2001). 'Alternatives

Marketing,' Dunod, Paris.

Creamer, M. (2007). 'What's Plaguing Viral Marketing,' Advertising Age, 78 (28), 1-3.

Damperat, M. (2006). "Vers Un Renforcement de La Proximité des Relations Client," Revue Française de Gestion, 32 (162), 115-127.

Decaudin, J. M. (2003). La Communication

Marketing, Concepts, Techniques,

Stratégies, Economica.

Decaudin, J. M. & Digout, G. (2011). E-Publicité: Les Fondamentaux, Dunod, Paris.

Desmet, P. (2003). Marketing Direct: Concepts et Méthodes, Dunod, Paris.

Dru, J. M. (2007). La Publicité Autrement,

Gallimard, Paris.

Engel, A. L. (2006). 'The Best of the Buzz,' Adweek, 47 (33), 22-23.

Fahy, J. (1998). 'Postmodern Marketing,'

Journal of Marketing, 62 (1), 121-124.

Firat, A. F. & Venkatesh, A. (1993).

"Postmodernity: The Age of Marketing,"

International Journal of Research in

Marketing (10), 227-249.

Friedman, S. (2007). 'Viral Marketing,'

National Underwriter, 111 (38), 5-6.

Fuat Firat, A., Dholakia, N. & Venkatesh, A. (1995). "Marketing in a Postmodern World," European Journal of Marketing, 29 (1), 40-57.

Gicquel, Y. (2006). Le Buzz Marketing, Le Génie des Glaciers.

Godin, S. (2001). Les Secrets du Marketing Viral: Le Bouche à Oreille à La Puissance 10, Maxima, Paris.

Godin, S. (2005). Permission Marketing: La Bible de L'internet Marketing, Maxima, Paris.

Hermel, L. P. (2007). 'Le Marketing,

Eyrolles,' Economica.

Hetzel, P. (1996). "Les Entreprises Face Aux Nouvelles Formes de Consommation,"

Revue Française de Gestion, (110), 70-82.

Hetzel, P. (2002). Planète Conso, Marketing Expérientiel et Nouveaux Univers de Consommation, Organisation.

Hetzel, P. (2003). "Pratiques et Tabous du Marketing: Segmenter Par Les Critères Ethniques et Communautaires," Décisions Marketing, 32, 97-105.

Hughes, M. (2005). 'Buzz Marketing,'

Portfolio Hardcover.

Ingold, P. (2007). 'Guide Opérationnel de La Publicité a L'usage des Entreprises,' Dunod, Paris.

Jouve, M. (2002). Communication- Théories et Pratiques, Bréal.

Kapferer, J. N. (1994). 'La Fin D'un Marketing?,' Revue Française de Gestion,

(100), 65-70.

Kaser, D. (2007). "The Art of Generating Buzz," Information Today, 24 (7), 9-12.

Kirby, J. & Marsden, P. (2005). Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Taylor & Francis.

Lendrevie, J., Lindon, D. & Levy, J. (2003). 'Mercator: Théorie et Pratique du Marketing,' Dalloz Gestion, Paris.

Leonard. D. (2006). 'Viral Ads: It's An Epidemic,' Fortune, 154 (7), 61-66.

Manafy, M. (2007). 'Viral Video,' Econtent, 30 (5), 3-4.

Matathia, I., O'reilly, A. & Salzman, M. (2004). 'Buzz: Le Marketing du Bouche a Oreille,' Village Mondial.

Moors, B. (2003). Les Clés de La Publicité Aujourd'hui, Maxima, Paris.

Morrissey, B. (2007). "Brands Infiltrate Social Circles to Create Buzz," Adweek, 48 (39), 14-15.

Morrissey, B. (2007). 'Clients Try to Manipulate 'Unpredictable' Viral Buzz,' Adweek, 48 (12), 12-13.

Muniz, A. M. & O'guinn, T. C. (2001). "Brand Community," Journal of Consumer Research

(4), 412-433.

Pras, B., Evrard, Y. & Roux, E. (2003). Market: Etudes et Recherches en Marketing, Dunod, Paris.

Preece, J. (2000). 'Online Communities:

Designing Usability, Supporting Sociability,'

John Wiley & Sons.

Remy, E. (2001). "Le Lien Social Dans Le Marketing des Services," Revue Française du Marketing, (181), 97-109.

Riou, N. (2003). "Quand La Publicité Devient Postmoderne," Revue Française du Marketing, 89-96.

Rosen, E. (2005). 'The Anatomy of Buzz: How to Create Word-of-Mouth Marketing,'

Currency.

Treguer, J. P. & Segati, J. M. (2005). Les Nouveaux Marketings: Marketing Générationnel, Gay Marketing et Marketing Ethnique, Dunod, Paris.

Solomon, M. R. (2003). 'Consumer

Behavior,' Prentice Hall.

Solomon, M. R., Heilbrunn, B. & Tissier-Desbordes, E. (2005). Comportement du Consommateur, Pearson Education, France.

Stambouli, K. (2003). "Marketing Viral et Publicité," Revue Française du Marketing,

(193), 97-107.

Stambouli, K. B. & Briones, E. (2002). Buzz Marketing Les Stratégies du Bouche- A-Oreille, Organisation.

Steyer, A., Garcia-Bardidia, R. & Quester, P. (2007). "Modélisation de La Structure Sociale des Groupes de Discussion Sur Internet: Implications Pour Le Contrôle du Marketing Viral," Recherche et Application en Marketing, 22 (3), 29-44.




DOI: https://doi.org/10.37628/ijpe.v2i1.147

Refbacks

  • There are currently no refbacks.