| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | |
| Número de sistema: | 000552912 |
| ISSN: | 1807-7692 |
| Autores: | Claro, Danny Pimentel1 Bortoluzzo, Adriana Bruscato1 |
| Instituciones: | 1Insper Instituto de Ensino e Pesquisa, Sao Paulo. Brasil |
| Año: | 2015 |
| Volumen: | 12 |
| Número: | 2 |
| Paginación: | 209-228 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Resumen en inglés | 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. |
| Disciplinas: | Economía |
| Palabras clave: | Condiciones económicas |
| Keyword: | Buzz agent, Word of mouth, Social community, Brand, Economic conditions |
| Texto completo: | Texto completo (Ver HTML) Texto completo (Ver PDF) |
