Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment

Página do item simplificado
dc.contributor.authorDANNY PIMENTEL CLARO
dc.contributor.authorADRIANA BRUSCATO BORTOLUZZO
dc.coverage.cidadeRio de Janeiropt_BR
dc.coverage.paisBrasilpt_BR
dc.date.accessioned2022-08-13T12:56:12Z
dc.date.available2022-08-13T12:56:12Z
dc.date.issued2015
dc.description.otherThe buzz agent is any consumer perceived by others as a source of product referral. Previous literature in word of mouth (WOM) has looked into characteristics of individuals who successfully persuade others to choose a brand. While there have been studies in this field, the literature is still scattered and little has been done to profile the consumer playing the buzz-agent role. We aim to deepen our understanding about the consumer who must be recruited as a buzz agent by a firm in a WOM marketing (WOMM) initiative. The proposed profile is comprised of three key characteristics: the consumer’s position in the social community, nature of ties in the community and brand attachment. We tested our hypotheses with a survey of 542 consumers from a controlled population. Rather than relying on self-reported questions about referral behavior, we asked respondents in the population to name the individuals to whom the respondents go to obtain information to help pick a brand. This accurately pinpoints which individuals fit the profile of a buzz agent. Results show that buzz agents are popular in their social community (friends and tech experts), carry dissimilar brands as target consumers and are product experts. Our study identifies a profile of consumers that helps firms select buzz agents for WOMM initiatives.pt_BR
dc.format.extentp. 209-228pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doi10.1590/1807-7692bar2015140076pt_BR
dc.identifier.issn1807-7692pt_BR
dc.identifier.issue2pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/3972
dc.identifier.volume12pt_BR
dc.language.isoInglêspt_BR
dc.publisherANPADpt_BR
dc.relation.ispartofBrazilian Administration Reviewpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsbrandpt_BR
dc.subject.keywordsbuzz agentpt_BR
dc.subject.keywordssocial communitypt_BR
dc.subject.keywordsword of mouthpt_BR
dc.titleProfiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachmentpt_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttp://www.spell.org.br/documentos/ver/36118/profiling-the-buzz-agent--product-referral-and-the-study-of-social-community-and-brand-attachment-/i/pt-br
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublicationccfd47d5-bd80-4464-98ce-629abb672e3d
relation.isAuthorOfPublication.latestForDiscovery4d0421e0-4cc8-4fb3-846a-581a48c752f5

Arquivos

Pacote original

Agora exibindo 1 - 2 de 2
N/D
Nome:
Artigo_2015_Profiling the Buzz Agent.pdf
Tamanho:
481.69 KB
Formato:
Adobe Portable Document Format
Descrição:
Artigo_2015_Profiling the Buzz Agent
Baixar
Imagem de Miniatura
Nome:
Acesso_Primeira Pagina_Profiling the Buzz Agent Product Referral and the Study of Social Community and Brand Attachment.pdf
Tamanho:
147.61 KB
Formato:
Adobe Portable Document Format
Baixar

Licença do pacote

Agora exibindo 1 - 1 de 1
N/D
Nome:
license.txt
Tamanho:
282 B
Formato:
Item-specific license agreed upon to submission
Descrição:
Baixar

Coleções

Coleção de Artigos Acadêmicos