This research will be devoted to the study of buzz marketing, a concept that is in expansion in\r\nthe present advertising landscape, to study its relevance and importance in corporate\r\nadvertising communication. The object of this communication is to contribute to the\r\ncomprehension of the effectiveness of a buzz marketing campaign, to determine its\r\ncontribution to advertising and to analyze the relationship between the brand and the\r\nconsumer. We also propose an abstract model to establish an explicit and a direct connection\r\nbetween buzz marketing and the variables that measure its effectiveness. We examine the\r\nmoderating role of involvement on these variables. The review of the literature of this present\r\nresearch demonstrates that the effectiveness of buzz marketing will be analyzed through the\r\nmain objects pursued by companies usually namely: image to the brand, awareness to the\r\nbrand and purchasing decision.
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