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White Paper: Buzz Marketing Practices

White Paper: Buzz Marketing Practices

Although the influential role of word-of-mouth communication has been known for decades, a more recent phenomenon is the emergence of explicit organisational efforts to stimulate “buzz” (contaigious talk about a brand,service, product or idea).

Buzz marketing organisations either pay people, or seek volunteers, to try new brands and then have agents “talk them up” among their social networks.

This manuscript contends that the practice of buzz marketing is usefully framed within the study of everyday communication, which has shown considerable growth in the field of communication studies over the past decade.

The framework provides a reliable scientific source and basis upon which to found further claims about the effectiveness and ethics of buzz marketing.

Read analysis piece on buzz marketing

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