HYPE, BUZZ and Word-of-Mouth

Hype: generated by the company producing the product, corporate propaganda, often viewed as inauthentic₁

Buzz: word-of-mouth that consumers think is authentic and truly customer generated₁

Hype                 Buzz

Advertising                   Word-of-Mouth

Overt                             Covert

Corporate           vs           Grass-Roots

Fake                              Authentic

Skepticism                    Credibility ₁

Hype: The "Yeah Right" effect

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The Corporate Paradox: the more involved a company appears to be in the dissemination of new about its products, the less credible it becomes₁

What's the Buzz?

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Buzz Building

Some marketers are trying to borrow the veneer of buzz by mounting "stealth" campaigns that seem as if their company had nothing to do with them₁

The new wave of social media  is really impacting this area

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Example:  When RCA records wanted to create a buzz around Christina Aguilera, it hired a team of young people to swarm the Web and chat about her on popular teen sites such as alloy.com, bolt.com and gurl.com.  Posing as fans, they posted entries raving about her new material.

A little Buzz Building LOL for your day

Source Attractiveness:  refers to the social value recipients attribute to a communicator.  This value relates to the person's physical appearance, personality, social status, or similarity to the receiver (we like to listen to people like us).₁

The Kim Kardashian Hype

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References

1 Solomon, M. R. (2011). Consumer behavior: buying, having, being. Upper Saddle River, New Jersey: Pearson Prentice Hall.

2 http://www.youtube.com/watch?v=D1auZTcYi6w

3 http://www.youtube.com/watch?v=AC8KfRD_3kY

4http://victoriasprthoughts.files.wordpress.com/2010/08/ilounge_entry_3-1.jpg

5 http://www.dreamstime.com/bee-shouting-into-megaphone-thumb5667299.jpg

6 http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/kim-kardashian/images/kim-kardashian-skechers-instyle-0411.jpg

7 http://honeygerman.com/site/wp-content/uploads/2011/03/Kim_Kardashian_Midori.jpg

8 http://maristmedia.files.wordpress.com/2011/04/kim-kardashian-perfume-ad.jpg

9 http://cdn1.kourtneykcdn.celebuzz.com/wp-content/uploads/2010/08/kourtney-kardashian-kris-jenner-rejuvicare-walgreens-gnc-481x624.jpg

10http://thecryingmonkey.com/wp-content/uploads/2010/09/kardashian-quick-trim.jpg

11 http://www.examiner.com/images/blog/EXID24390/images/resized_KimSalad.jpg

12 http://www.youtube.com/watch?v=Z7WpEZgr7H8