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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
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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