Conference Presentations by Karim Yahia
Buzz marketing in social networks is often seen by announcers as an opportunity to get an entry t... more Buzz marketing in social networks is often seen by announcers as an opportunity to get an entry to the biggest audience. However, the risk of failure of buzz campaigns reveals to be not negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study based on 30 face-to-face interviews with marketing professionals/advertisers and consumers has been carried out.
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Conference Presentations by Karim Yahia