This research will be devoted to the study of buzz marketing, a concept that is in expansion in the present advertising landscape, to study its relevance and importance in corporate advertising communication. The object of this communication is to contribute to the comprehension of the effectiveness of a buzz marketing campaign, to determine its contribution to advertising and to analyze the relationship between the brand and the consumer. We also propose an abstract model to establish an explicit and a direct connection between buzz marketing and the variables that measure its effectiveness. We examine the moderating role of involvement on these variables. The review of the literature of this present research demonstrates that the effectiveness of buzz marketing will be analyzed through the main objects pursued by companies usually namely: image to the brand, awareness to the brand and purchasing decision.

This article attempts to contribute to better understand the postmodern consumer, by trying to identify one of its main characteristics: an identity constructor. Indeed, after studying the postmodern conditions, we have noticed that every condition favors the creation of identities voluntarily and consciously assumed by the consumer. The consumer is always looking to be socially desired by changing his identity every time he wishes. An empirical study was, therefore, conducted to confirm this postmodern consumer trend. The results found shows that the postmodern consumer is not seeking to manage his impression in front of others through changing identities but rather he seeks to live deeply himself in all identities which he built.