Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers
Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research stu...
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| Format: | Article |
| Language: | English |
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University of Warsaw
2016-01-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2016/iss1/6/ |
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| _version_ | 1850192362205085696 |
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| author | Karim BEN YAHIA Soukeina TOUITI Mourad TOUZANI |
| author_facet | Karim BEN YAHIA Soukeina TOUITI Mourad TOUZANI |
| author_sort | Karim BEN YAHIA |
| collection | DOAJ |
| description | Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study, based on 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign.
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| format | Article |
| id | doaj-art-88df531cc71246b4b19166123852e604 |
| institution | OA Journals |
| issn | 2449-6634 |
| language | English |
| publishDate | 2016-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| spelling | doaj-art-88df531cc71246b4b19166123852e6042025-08-20T02:14:35ZengUniversity of WarsawJournal of Marketing and Consumer Behaviour in Emerging Markets2449-66342016-01-0120161203310.7172/2449-6634.jmcbem.2016.1.2Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumersKarim BEN YAHIA0Soukeina TOUITI1Mourad TOUZANI2ISBAM, LARIMEISG Tunis, LARIMENEOMA Business SchoolBuzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study, based on 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign. https://press.wz.uw.edu.pl/jmcbem/vol2016/iss1/6/buzzcultural congruencyvaluesreligiontaboo |
| spellingShingle | Karim BEN YAHIA Soukeina TOUITI Mourad TOUZANI Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers Journal of Marketing and Consumer Behaviour in Emerging Markets buzz cultural congruency values religion taboo |
| title | Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers |
| title_full | Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers |
| title_fullStr | Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers |
| title_full_unstemmed | Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers |
| title_short | Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers |
| title_sort | cultural congruency and shocking buzz campaigns contrasting the opinions of professionals and consumers |
| topic | buzz cultural congruency values religion taboo |
| url | https://press.wz.uw.edu.pl/jmcbem/vol2016/iss1/6/ |
| work_keys_str_mv | AT karimbenyahia culturalcongruencyandshockingbuzzcampaignscontrastingtheopinionsofprofessionalsandconsumers AT soukeinatouiti culturalcongruencyandshockingbuzzcampaignscontrastingtheopinionsofprofessionalsandconsumers AT mouradtouzani culturalcongruencyandshockingbuzzcampaignscontrastingtheopinionsofprofessionalsandconsumers |