Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922015000200209 |
Resumo: | 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. |
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Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachmentbuzz agentword of mouthsocial communitybrandThe 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.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2015-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922015000200209BAR - Brazilian Administration Review v.12 n.2 2015reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1807-7692bar2015140076info:eu-repo/semantics/openAccessClaro,Danny PimentelBortoluzzo,Adriana Bruscatoeng2015-07-16T00:00:00Zoai:scielo:S1807-76922015000200209Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2015-07-16T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
title |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
spellingShingle |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment Claro,Danny Pimentel buzz agent word of mouth social community brand |
title_short |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
title_full |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
title_fullStr |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
title_full_unstemmed |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
title_sort |
Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment |
author |
Claro,Danny Pimentel |
author_facet |
Claro,Danny Pimentel Bortoluzzo,Adriana Bruscato |
author_role |
author |
author2 |
Bortoluzzo,Adriana Bruscato |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Claro,Danny Pimentel Bortoluzzo,Adriana Bruscato |
dc.subject.por.fl_str_mv |
buzz agent word of mouth social community brand |
topic |
buzz agent word of mouth social community brand |
description |
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. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-06-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922015000200209 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922015000200209 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1807-7692bar2015140076 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.12 n.2 2015 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
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1754209123758505984 |