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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.
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Original Article
Building the buzz in the hive mind
Article first published online: 11 JUL 2006
DOI: 10.1002/cb.158
Copyright © 2004 Henry Stewart Publications Ltd.
Additional Information
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
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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.
Publication History
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Abstract
- References
- Cited By
Keywords:
- Marketing;
- word of mouth;
- viral marketing;
- buzz marketing;
- promotions
Abstract
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.