During the last years, declining revenues in stationary retail can be observed. Strong price sensitivity of customers is reinforced by various technical progress driven opportunities of digital price comparison and participation of consumers in virtual networks. Whilst influence of digital media increasingly gains more importance for decision-making behavior, particularly social media therewith becomes a key ...

In this paper, the authors devoted to the study of buzz marketing, a concept that is in expansion in the present advertising landscape, to study its relevance and importance in corporate advertising communication. The object of this communication is to contribute to the comprehension of the effectiveness of a buzz marketing campaign, to determine its ...