The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement
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 contribution to advertising and to analyze the relationship between the brand and the consumer. They also propose an abstract model to establish an explicit and a direct connection between buzz marketing and the variables that measure its effectiveness. They examine the moderating role of involvement on these variables.