Building the buzz in the hive mind

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168 citations0/0 files storedJournal of Consumer Behaviour

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Digital Marketing and Social Media Marketing and Advertising Strategies Literature, Culture, and Aesthetics

Abstract

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.

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1999Experiential Marketing

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