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  • 标题:Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
  • 作者:Danny Piment el Claro ; Adriana Bruscato Bortoluzzo
  • 期刊名称:BAR - Brazilian Administration Review
  • 印刷版ISSN:1807-7692
  • 电子版ISSN:1807-7692
  • 出版年度:2015
  • 卷号:12
  • 期号:2
  • 页码:209-228
  • 语种:English
  • 出版社:Associação Nacional de Pós-Graduação e Pesquisa em Administração
  • 摘要: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.
  • 其他摘要: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.
  • 关键词:Buzz agent; word of mouth; social community; brand.
  • 其他关键词:Buzz agent; word of mouth; social community; brand.
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