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The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awareness and Purchasing Decision: The Moderating Role of Involvement

2013; Linguagem: Inglês

10.5171/2013.584547

2165-7009

Leila Chebli, Gharbi Abderrazak,

Customer Service Quality and Loyalty

This research will be 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.We also propose an abstract model to establish an explicit and a direct connection between buzz marketing and the variables that measure its effectiveness.We examine the moderating role of involvement on these variables.The review of the literature of this present research demonstrates that the effectiveness of buzz marketing will be analyzed through the main objects pursued by companies usually namely: image to the brand, awareness to the brand and purchasing decision.