Conference Presentations by soukeina touiti
This research aims to explore the dangers related to buzz marketing in order to draw some recomme... more This research aims to explore the dangers related to buzz marketing in order to draw some recommendations that may contribute to guarantee its coherence with the other promotional activities of the company. In order to reach this objective, an exploratory study based on individual interviews has been carried out among Tunisian professionals belonging to marketing communication agencies as well as marketing managers. This qualitative approach allowed enlightening the importance and the dangers of buzz marketing in the framework of a communication plan.
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.
Papers by soukeina touiti
Buzz marketing in social networks is often seen by announcers as an opportunity to get to the big... more Buzz marketing in social networks is often seen by announcers as an opportunity to get 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.
Buzz marketing in social networks is often seen by announcers as an opportunity to reach the bigg... more Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be 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 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign.
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Conference Presentations by soukeina touiti
Papers by soukeina touiti