Please use this identifier to cite or link to this item: https://repositorio.insper.edu.br/handle/11224/3972
Type: Artigo Científico
Title: Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
Author: Claro, Danny Pimentel
Bortoluzzo, Adriana Bruscato
Publication Date: 2015
Abstract: The 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.
Keywords (english terms): brand
buzz agent
social community
word of mouth
Language: Inglês
CNPq Area: Ciências Sociais Aplicadas
URI: http://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
Copyright: O 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 EDITOR
Appears in Collections:Coleção de Artigos Científicos

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