Buzz Marketing
International Journal of Advanced Research in
Management and Social Sciences
ISSN: 2278-6236
BUZZ MARKETING: ITS ROLE IN GLOBAL ARENA
Chanjyot Kaur*
Abstract: Strangely enough in this world of sophisticated communication technologies we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The demographic paradigm has witnessed a sea of change in terms of education and thereby has resulted in higher levels of awareness and value expectations.
In products like movies, organized retailing the above mentioned phenomenon is very evident wherein consumers rely greatly upon the feedback they receive from authentic sources for even testing the value delivery proposition. Therefore it has become imperative for a marketer to initiate value convincing promotions amongst the opinion creators.
Key Words: communication technologies, demographic paradigm, value expectations, authentic sources, value delivery proposition.
*Assistant Professor, Department of Business Management, Govt. Mohindra College,
Patiala.
Vol. 2 | No. 2 | February 2013
www.garph.co.uk
IJARMSS | 172
International Journal of Advanced Research in
Management and Social Sciences
ISSN: 2278-6236
INTRODUCTION
Strangely enough in this world of sophisticated communication technologies, we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The invention of cell phones greatly enhanced the talking capacity of the people.
A lot of people talk and share information peer to peer and this phenomenon made a clear path for BUZZ marketing to flourish and like a virus mutates according to its environment, the buzz created by buzz marketing also change itself in order to meet challen ges imposed by new environment . BUZZ marketing is a very effective technique of conveying a message which needs no money but only word of mouth communication. The volunteers are first
Management and Social Sciences
ISSN: 2278-6236
BUZZ MARKETING: ITS ROLE IN GLOBAL ARENA
Chanjyot Kaur*
Abstract: Strangely enough in this world of sophisticated communication technologies we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The demographic paradigm has witnessed a sea of change in terms of education and thereby has resulted in higher levels of awareness and value expectations.
In products like movies, organized retailing the above mentioned phenomenon is very evident wherein consumers rely greatly upon the feedback they receive from authentic sources for even testing the value delivery proposition. Therefore it has become imperative for a marketer to initiate value convincing promotions amongst the opinion creators.
Key Words: communication technologies, demographic paradigm, value expectations, authentic sources, value delivery proposition.
*Assistant Professor, Department of Business Management, Govt. Mohindra College,
Patiala.
Vol. 2 | No. 2 | February 2013
www.garph.co.uk
IJARMSS | 172
International Journal of Advanced Research in
Management and Social Sciences
ISSN: 2278-6236
INTRODUCTION
Strangely enough in this world of sophisticated communication technologies, we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The invention of cell phones greatly enhanced the talking capacity of the people.
A lot of people talk and share information peer to peer and this phenomenon made a clear path for BUZZ marketing to flourish and like a virus mutates according to its environment, the buzz created by buzz marketing also change itself in order to meet challen ges imposed by new environment . BUZZ marketing is a very effective technique of conveying a message which needs no money but only word of mouth communication. The volunteers are first
References: Dr. Ralph F.Wilson, E-Commerce Consultant, 2005 (BUZZ marketing is a marketing that Weissbuch. 2007. (Most of the companies prefer to recruit teens as their buzz agents), Gemma Charles, 2008 (Kevin Brennan, marketing director of Kellogg, said it was something ISSN: 2278-6236 Matorin, 2007(true buzz is like a virus that changes to meet the challenge of a new