2. BUZZ MARKETING IN THE MODERN ERA: A FIELD SURVEY
- Prof. Kisholoy Roy, Shabbir Akhtar - Poulami Roy, Saborna Banerjee
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
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.