2. BUZZ MAR­KET­ING IN THE MOD­ERN ERA: A FIELD SUR­VEY

- Prof. Kisholoy Roy, Shab­bir Akhtar - Poulami Roy, Saborna Ban­er­jee

Economic Challenger - - NEWS - * Kisholoy Roy ** Shab­bir Akhtar, Poulami Roy, Saborna Ban­er­jee * As­sis­tant Pro­fes­sor, Glob­syn Busi­ness School, XI-11&12, Block EP, Sec­tor V, Salt Lake Elec­tron­ics Com­plex, Kolkata- 700091, Cell: 09903185527 email: kr­ish301@gmail.com ** Stu­dent (PGPM-10,

AB­STRACT

Cre­at­ing buzz around a con­tent that has suf­fi­cient cu­rios­ity arous­ing quo­tient has be­come the trend world­wide. Peo­ple across the globe have been found to share var­i­ous types of con­tent like movies, mu­sic, pic­tures, ad­ver­tise­ments etc. There have been contents that have cre­ated tremen­dous buzz among the masses and then there have been contents that have been un­able to at­tract enough eye balls or ' Likes' in the so­cial me­dia. Buzz mar­ket­ing has re­ceived phe­nom­e­nal fil­lip with the pro­lif­er­a­tion of so­cial me­dia. It is the in­gre­di­ents of con­tent and the in­no­va­tive thought be­hind its de­vel­op­ment and sub­se­quent trans­mis­sion that ac­tu­ally de­fines the buzz quo­tient of a con­tent. The cost ef­fec­tive­ness cou­pled with the ex­tent of peo­ple's en­gage­ment that has made buzz mar­ket­ing ap­pear as a lu­cra­tive propo­si­tion to be em­ployed by the mar­keters world­wide. The present study on buzz mar­ket­ing con­ducted in Kolkata probes the var­i­ous rea­sons be­hind contents go­ing vi­ral and the peo­ple's at­ti­tude and mind­set in the said con­text.

Key­words: buzz mar­ket­ing, vi­ral mar­ket­ing, word-of-mouth, so­cial me­dia, con­sumer at­ti­tude

IN­TRO­DUC­TION

Buzz mar­ket­ing, word of mouth mar­ket­ing or vi­ral mar­ket­ing is a tech­nique that aims at mak­ing each en­counter with the tar­get au­di­ence ap­pear unique and it mostly re­sults in spon­ta­neous ex­change of in­for­ma­tion be­tween the sender and the re­ceiver com­pared to cal­cu­lated mar­ket­ing pitches de­vel­oped by the mar­keters for their brands. The key to suc­cess be­hind us­ing the buzz mar­ket­ing tech­nique is that by es­tab­lish­ing one-on-one com­mu­ni­ca­tion with the in­flu­encers in a so­ci­ety, a larger cross sec­tion of the au­di­ence can be cap­tured in much less time and at much less cost. With the advent and pro­lif­er­a­tion of the In­ter­net in the coun­try, a few clicks of mouse are do­ing the word of mouth ac­tiv­ity for mar­keters and the po­ten­tial of reach has im­mensely in­creased. In­ter­net memes, the con­cept sug­gested by Richard Dawkins in his 1976 book The Self­ish Gene , have an im­por­tant role to play in a vi­ral cam­paign. An in­ter­net meme may ei­ther be a pic­ture, sound file, video, web­site or hash­tag. And, with the growth of so­cial me­dia, con­tent with a ca­pac­ity to go vi­ral is spread from peo­ple to peo­ple through blogs, so­cial net­works, emails and mo­bile de­vices.

In re­cent times we have seen videos like Kolaveri Di, Honey Bunny, Gang­nam Style and Har­lem Shake go vi­ral. There are many more videos that were uploaded and shared with the ob­jec­tive of mak­ing them vi­ral but then they were un­able to achieve the kind of vi­ral­ity that the above men­tioned contents have achieved. An em­pir­i­cal study was con­ducted in the Kolkata mar­ket to un­der­stand and an­a­lyze the con­sumer at­ti­tudes and be­hav­iour in the con­text of buzz or vi­ral mar­ket­ing.

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