Greg Metz Thomas, Jr holds an MBA from the McCombs School of Business and is the Managing Director of Brandeverything, a marketing consultancy based in California.
Building the buzz in the hive mind
Version of Record online: 11 JUL 2006
Copyright © 2004 Henry Stewart Publications Ltd.
Journal of Consumer Behaviour
Volume 4, Issue 1, pages 64–72, September 2004
How to Cite
Thomas, G. M. (2004), Building the buzz in the hive mind. Journal of Consumer Behaviour, 4: 64–72. doi: 10.1002/cb.158
- Issue online: 11 JUL 2006
- Version of Record online: 11 JUL 2006
- word of mouth;
- viral marketing;
- buzz marketing;
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.