Conceptualizing New Product Buzz
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 514-514.
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
NA - Advances in Consumer Research Volume 42 | 2014
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