Building the buzz in the hive mind

Thomas, Greg

doi:10.1002/cb.158

Cited by 123 publications

(78 citation statements)

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“…The viral marketing is a current phenomena and has been discussed in the literature under a variety of different terms such as buzz marketing or viral advertising (Thomas, 2004;Kaplan y Haelein, 2011), stealth marketing (Kaikati & Kaikati, 2004;Kaplan and Haelein, 2011) and word-of-mouth marketing (Kozinets et al, 2010;Kaplan and Haelein, 2011). The term of viral marketing comes from an article written by Jeffrey Rayport (1996) of Harvard Business School and published in the magazine Fast Company as "The Marketing Virus".…”

Section: Theorical Frameworkmentioning

confidence: 99%

Viral communication through social media: analysis of its antecedents

Guede¹,

Curiel²,

Antonovica³

2017

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Section: Theorical Frameworkmentioning

confidence: 99%

Viral communication through social media: analysis of its antecedents

Guede¹,

Curiel²,

Antonovica³

2017

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“…DOI: http://dx.doi.org/10.1108/JRME-07-2015-0039 (Bjerke & Hultman, 2002). Some entrepreneurial marketing tactics include word of mouth marketing (Keller, 2007), viral marketing (Hinz, Skiera, Barrot, & Becker, 2011) and buzz marketing (Hausmann, 2012;Thomas, 2004). While analysing the marketing practices of successful entrepreneurs, Stokes (2000) found that they tend to serve a small base of customers and expand based on resource availability.…”

Section: Literature Reviewmentioning

confidence: 99%

Bricolage in the marketing efforts of a social enterprise

Kannampuzha

Suoranta

2016

JRME

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Structured AbstractPurpose -The article aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.Methodology -The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for our research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports.Findings -The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise.Research limitations/ implications -Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Whereas networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages.Practical implications -Another type of bricolage that the authors observed was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources.Originality/value -The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.

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“…No obstante, en los estudios analizados es mucho más habitual hacer referencia al WOM (word of mouth) y al "buzz marketing" (Thomas, 2004, p. 64 y Smith, Coyle, Lightfoot y Scott, 2007; de nuevo, diferentes conceptos hacen referencia a técnicas de comunicación muy similares. Las investigacio- …”

Section: Revisión Teórica 1 Revisión De Los Estudios De Técnicasunclassified

“…(Thomas, 2004;Smith, Coyle, Lightfoot y Scott, 2007;Carl, 2006). Según esta hipótesis, los atributos que caracterizan a estas técnicas están muy próximos entre sí, poniendo en duda la diferenciación entre ellas, y revelando una simplificación del concepto.…”

Section: H1unclassified

Untitled

2010

ADR

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Building the buzz in the hive mind

Cited by 123 publications

References 1 publication

Viral communication through social media: analysis of its antecedents

Viral communication through social media: analysis of its antecedents

Bricolage in the marketing efforts of a social enterprise

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