Although the influential role of word-of-mouth communication has been known for decades, a more recent phenomenon is the emergence of explicit organizational efforts to stimulate “buzz” (contagious talk about a brand, service, product, or idea). Buzz marketing organizations either pay people, or seek volunteers, to try new brands and then have agents “talk them up” among their social networks. This article contends that the practice of buzz marketing is usefully framed within the study of everyday communication, which has shown considerable growth in the field of communication studies over the past decade. This framework provides a reliable scientific source and basis on which to base further claims about the effectiveness and ethics of buzz marketing.
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