Influential Article Review - Creative Promotional Strategy in the 21st Century

Abstract

This paper examines marketing strategies. We present insights from a highly influential paper. Here are the highlights from this paper: Buzz marketing is a promotional posture that is focused on maximizing word-of-mouth of a product or phenomenon in a viral way via technology, whether through personal conversations or on larger scale discussions on social media platforms. Ultimately, buzz marketing affects brand perceptions, but there is still the question as to why certain brands, situations, or phenomenon are talked about more than others, both right after first exposure and in the months that follow? The purpose of this article is to improve the understanding of buzz marketing, and to propose a three step buzz marketing process based on the extant literature for implementing buzz marketing successfully. For our overseas readers, we then present the insights from this paper in Spanish, French, Portuguese, and German.