Conceptualizing New Product Buzz

Mark B. Houston, Texas A&M University, USA
Ann-Kristin Knapp, University of Muenster, Germany
Thorsten Hennig-Thurau, University of Muenster, Germany
Martin Spann, Ludwig-Maximilians-University Munich, Gemany
What is buzz? Just a trendy word for WOM? A theories-in-use approach is employed to develop a rich understanding of the conceptual nature of buzz. Consumers perceive buzz to comprise the amount and pervasiveness of search, communication, and participatory activities. Secondary data finds this multi-dimensional operationalization to improve empirical analyses.
[ to cite ]:
Mark B. Houston, Ann-Kristin Knapp, Thorsten Hennig-Thurau, and Martin Spann (2014) ,"Conceptualizing New Product Buzz", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 514-514.