When controversy sparks Buzz-and when it doesn't

Abstract

The article focuses on research which found that shock advertising with hot or controversial topics often do not create buzz or develop into successful guerrilla marketing campaigns. The study suggests that marketers and brand managers need to find the so-called sweet spot where a provocative advertising image generates interest and people talk about it, but does not make people feel uncomfortable.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 42 citations exist upstream.