The buzz marketing model

With continued research on Buzz Marketing now I aim for the constitution of a buzz marketing model, based on my empirical findings. Certain authors would call this an interpretative research; I try to let theories emerge from my research material. When taking a closer look at my research question I distilled four elements for the model: products, target groups, marketing goals and buzz marketing tools as mentioned in the paragraph above. Eventually I also want to give additional ground rules for an effective execution of buzz marketing activities, concerning timing, ethics and supporting marketing. In the stage of finalizing my theoretical framework however, I came to the conclusion that it would be nearly impossible to include all four elements in one model. I decided that the first two elements; products and target groups were not within the reach of my research and therefore would not make it to the final model. The sensitivity of buzz marketing of different target groups appeared to be very difficult to investigate. In order to give an answer to that question, I think that a very large quantitative research should be conducted. Nevertheless, products and target groups will be described on a general level.

Furthermore, there were two reasons why I did not include the element product in my model. First of all, because I found that E. Rosen (2005) had recently published his findings about “what products and industries are most buzz driven” on his website. I have added this to the theoretical framework. On top of that, I assumed that marketers will have a good comprehension of their own products and industry and know whether buzz marketing would be an effective marketing tool or not. This so called delimitation does not mean that these two elements will not be mentioned in my recommendations to marketers, on how to use buzz marketing, it means that target groups and products will be described and analyzed on a more general level.

After my research it will be possible – with the aimed model – to connect buzz marketing tools with marketing goals. So that marketers have a practical model that guides them in choosing the right tools for the right goals, which enables them to initiate more effective buzz marketing activities.

Prior to the constitution of a model I made some statements of how I think I will work towards its development. This will improve my research process. First of all I assume that a manager considers the four mentioned elements in a certain order. Products and target groups will not be mentioned in the eventual model, but will be described and analyzed on a general level. Marketers should know to what degree their industry or product and target group is driven by buzz. Thus before using buzz marketing, a marketer should investigate sensibilities for buzz in these fields. I assume there is a pre-set process a manager goes through. The industry and target group of the product are determined beforehand. Then the goals that a marketer wants to achieve are set and eventually the proper buzz marketing tools are selected. The flow-chart underneath shows this process schematically.