PL EN


2016 | 1(3) | 20-33
Article title

Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Content
Title variants
Languages of publication
EN
Abstracts
EN
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.
Keywords
Contributors
References
  • Abernethy, A. and Franke, G. (1996) “The Information Content of Advertising: A Meta-Analysis”, Journal of Advertising, 25(2), pp. 1–17.
  • Al-Makaty, S., Tubergen, G., Whitlow, S. and Doyd, D. (1996) “Attitudes Toward Advertising in Islam”, Journal of Advertising Research, 36, May/June, pp. 16–26.
  • Al-Olayan, F. and Karande, K. (2000) “A content analysis of magazine advertisements from the United States and the Arab world”, Journal of Advertising, XXIX, 3, pp. 69–82.
  • Alston, M. and Bowles, W. (2003) Research for Social Workers: An Introduction to Methods, 2nd edition, London: Routledge.
  • Arn, R. (2001) La publicité choquante: Vers une nouvelle dimension du droit de la concurrence déloyale? Etude des droits allemand, finlandais, norvégien, français et suisse, Bâle: Helbing & Lichtenhahn.
  • Ashley, C. and Tuten, T. (2015) “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement”, Psychology & Marketing, 32(1), pp. 15–27.
  • Aymé, A., Gastal, A. and Gastal, M. (2011) Créateurs d’entreprise, optimisez votre développement grâce au web: Concevez une stratégie internet efficace et rentable, Dunod.
  • Ben Yahia, K., Touiti, S. and Touzani, M. (2012) Intégration du buzz dans le mix communicationnel: entre cohérence et dangers, 6th International Research Days on Marketing Communications, March 29–30, Nancy, France.
  • Burcher, N. (2012) Paid, Owned, Earned: Maximising Marketing Returns in a Socially Connected World, Kogan Page.
  • Buzzell, R. (1986) “Can You Standardize Multinational Marketing?”, Harvard Business Review, 46(6), pp. 102–113.
  • Cai, Y. and Shannon, R. (2012) “Personal values and mall shopping behaviour: The mediating role of intention among Chinese consumers”, International Journal of Retail & Distribution Management, 40(4), pp. 290–318.
  • Cazeneuve, J. (1971) Sociologie du rite, PUF, Collection SUP.
  • Chatterjee, S.R. and Tata, R. (1998) “Convergence and divergence of ethical values across nations: A framework for managerial action”, Journal of Human Values, 4(1), pp. 5–23.
  • Cleveland, M., Laroche, M. and Hallab, R. (2011) “Globalization, culture, religion, and values: Comparing consumption patterns of Lebanese Muslims and Christians”, Journal of Business Research, in press. Connor, P.E. and Becker, B.W. (2003) “Personal value systems and decision-making styles of public managers”, Public Personnel Management, 32(1), pp. 155–80.
  • Dahl, D.W., Frankenberger, K. and Manchanda, R.V. (2003) “Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students”, Journal of Advertising Research, 43(3), pp. 268–280.
  • Delner, N. (1994) “Religious contrasts in consumer decision behavior patterns: Their dimensions and marketing implications”, European Journal of Marketing, 28(5), pp. 36–53.
  • Durgee, J.F., Colarelli O’Connor, G. and Veryzer, R.W. (1996) “Translating Values Into Product Wants”, Journal of Advertising Research, 36.
  • Durkheim, E. (1915) Les formes élémentaires de la vie religieuse, 5th edition, Quadrige, Presses Universitaires de France.
  • Durvasula, S., Lysonski, S. and Madhavi, A.D. (2011) “Beyond service attributes: do personal values matter?”, Journal of Services Marketing, 25(1), pp. 33–46.
  • Earle, W.B. (1986) “The social context of social comparison: Reality versus reassurance”, Personality and Social Psychology Bulletin, 12(2), pp. 159–168.
  • England, G.W and Lee, R. (1974) “The relationship between managerial values and managerial success in the United States, Japan, India, and Australia”, Journal of Applied Psychology, 59(4), pp. 411–419.
  • Ersig, M.C. (2001) Understanding culture as communication: An exploratory study of US tv commercials, Master’s Thesis, California State University.
  • Fam, K.S., Waller, D.S. and Zafer Erdogan, B. (2004) “The influence of religion on attitudes towards the advertising of controversial products”, European Journal of Marketing, 38(5/6), pp. 537–555.
  • Feather, N.T. (1975) Values in education and society, New York: Free Press.
  • Flick, U. (2009) An Introduction to Qualitative Research, 4th edition, London: Sage Publication.
  • Fournout, V., Le Friant, G. and Hazera, J.M. (2012) Emailing, newsletter, sms, réseaux sociaux: Guide complet du marketing direct en ligne, Maxima.
  • Freud, S. (1912) Totem et Tabou, Paris: Gallimard, 1993.
  • Gallissot, L. (1994) “The Cultural significance of advertising: A general framework for the cultural analysis of the advertising industry in Europe”, International Sociology, 9, pp. 13–28.
  • Garcia, R. (2010) La publicité choc: la notion d’images choquantes dans les affiches publicitaires, une interprétation multiple, mémoire de fin d’études, IUT Robert Schuman.
  • Harris, G. and Attour, S. (2003) “The international advertising practices of multinational companies: A content analysis study”, European Journal of Marketing, 37(1/2), pp. 154–168.
  • Harris, G. (1984) “The Globalization of Advertising”, International Journal of Advertising, 3(3), pp. 223–34.
  • Heywood, J.L. (2002) “The cognitive and emotional components of behavior norms in outdoor recreation”, Leisure Science, 24(3/4), pp. 271–281.
  • Hirschman, E.C. and Touzani, M. (2011) “Consumer acculturation in situ: the continuing legacy of French colonization in North Africa”, in: Sandikci, O., Rice, G., Handbook of Islamic Marketing (pp. 114–128).
  • Holton, J.A. (2010) “The Coding Process and Its Challenges”, The Grounded Theory Review, 9(1), pp. 21–40.
  • Hong, J.A., Muderrisoglu, A. and Zinkhan, G. (1987) “Cultural differences and advertising expression: A comparative content analysis of Japanese and us magazine advertising”, Journal of Advertising, 6(1), pp. 55–68.
  • Kilicbay, B. and Binark, M. (2002) “Islam and the politics of lifestyle: Fashion for veiling in contemporary turkey consumer culture”, European Journal of Communication, 17(4), pp. 495–511.
  • Kimmel, A.J. (2014) “Connecting with consumers via live buzz marketing: public perceptions and the role of ethical ideology”, Business Ethics: A European Review, 24(2), pp. 205–220.
  • Koubaa, Y., Ulvoas, G. and Chew, P. (2011) “The dual impact of traditional and national cultural values on expatriate ethnic groups’ attitudes and willingness to buy”, Asia Pacific Journal of Marketing and Logistics, 23(5), pp. 626–640.
  • Kozinets, R.V., De Valck, K., Wojnicki, A.C. and Wilner, S.J.S. (2010) “Networked narratives: understanding wordof- mouth marketing in online communities”, Journal of Marketing, 74, March, pp. 71–89.
  • Lambek, M. (1992) “Taboo as cultural practice among Malagasy speakers”, Journal of the Royal Anthropological Institute, 27(2), pp. 245–266.
  • Liessem, C. (2015) The Global-Local Paradox in International Advertising. Can Marketing Really Be International?, GRIN Verlag.
  • Longhofer, J., Floersch, J. and Hoy, J. (2012) Qualitative Methods for Practice Research, Oxford University Press.
  • Luqmani, M., Yavas, U. and Quraeshi, Z. (1989) “Advertising in Saudi Arabia: Content and regulation”, International Marketing Review, 31(3), pp. 35–39.
  • Marques, J.M. and Paez, D. (1994) “The black sheep effect: social categorization, rejection of in group deviates, and perception of group variability”, European Review of Social Psychology, 5(2), pp. 37–68.
  • McCracken, G. (1986) “Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods”, Journal of Consumer Research, 13(1), pp. 71–84.
  • Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R. (2014) Advertising: Principles and Practice, 3rd edition, Pearson.
  • Mueller, B. (1987) “Reflections of Culture: An Analysis of Japanese and American Advertising Appeals”, Journal of Advertising Research, 27(3), pp. 51–59.
  • Oosterwijk, L. and Loeffen, A. (2005) How to use buzz marketing effectively: A new marketing phenomenon explained and made practical, Master Thesis, School of Business, Mälardalen University, Sweden.
  • Opsomer, P. and Bizien, G. (2008) Les nouvelles tendances du marketing: Le buzz marketing quand les consommateurs deviennent des ‘consomm’acteurs’, Rapport de l’ESC Toulouse.
  • Patton, M.Q. (2002) Qualitative Research and Evaluation Methods, Sage Publications.
  • Pollay, R.W. (1983) “Measuring the Cultural Values Manifest in Advertising”, in: Leigh, J. and Martin, C. (Eds.), Current Issues and Research in Advertising (pp. 72–92), Ann Arbor, MI: University of Michigan Graduate School of Business Division of Research.
  • Pollay, R.W. (1986) “The Distorted Mirror: Reflections on the Unintended Consequences of Advertising”, Journal of Marketing, 50, April, pp. 18–36.
  • Proulx, S., Millette, M. and Heaton, L. (2012) Médias sociaux: Enjeux pour la communication, Presses de l’Université du Québec.
  • Rokeach, M. (1973) The nature of human values, New York: Free Press.
  • Rosen, E. (2001) The anatomy of buzz: How to create word of mouth marketing, London: Harper Collins Business.
  • Sabri, O. and Obermillerb, C. (2012) “Consumer perception of taboo in ads”, Journal of Business Research, 65(6), pp. 869–873.
  • Sabri, O. (2015) “Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?”, Journal of Business Ethics, Springer Verlag, p. 15.
  • Schatcher S. (1961) “Deviation, rejection and communication”, Journal of Abnormal and Social Psychology, 46, pp. 190–207.
  • Skorupa, P. (2014) “Shocking contents in social and commercial advertising”, Creativity Studies, 7(2), pp. 69–81.
  • Salzman, M., Matathia, I. and O’Reilly, A. (2003) Buzz… Harness the Power of Influence and Create Demand, New Jersey: John Wiley & Sons Inc.
  • Schur, E.M. (1971) Labelling deviant behavior: its sociological implications, New York: Harper and Row.
  • Severn, J., Belch, G.E. and Belch, M.A. (1990) “The Effects of sexual and non-sexual advertising appeals and information level on cognitive processing and communication effectiveness”, Journal of Advertising, 19(1), pp. 14–22.
  • Snyder, L.B., Willenborg, B. and Watt, J. (1991) “Advertising and Cross-Cultural Convergence in Europe”, European Journal of Communication, 6(4), pp. 441–468.
  • Stambouli, K. and Briones, E. (2002) Buzz marketing les stratégies du Bouche à oreille, Paris: Éditions d’Organisation. Strauss, A. and Corbin, J. (1990) Basics of qualitative research: Grounded theory procedures and techniques, Newbury Park, CA: Sage.
  • Sternthal, B. and Craig. C.S. (1973) “Humor in advertising”, Journal of Marketing, 37(4), pp. 12–18.
  • Tansey, R., Hyman, M. and Zinkhan, G. (1990) “Cultural Themes in Brazilian and US Auto Ads: A Cross Cultural Comparison”, Journal of Advertising, 19(2), pp. 30–39.
  • Tse, D.K., Belk, R.W. and Zhou, N., (1989) “Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People’s Republic of China and Taiwan”, Journal of Consumer Research, 15(4), pp. 457–472.
  • Van Dyke, A.W., (1980) “Stop Killing us with Kindness”, Journal of Marketing, 40(3), p. 90.
  • Walter, T. (1991) “Modern Death: taboo or not taboo?”, Sociology, 25(2), pp. 293–310.
  • Webster, H. (1942) Le tabou: une étude sociologique, Paris: Payot.
  • Zhang, Y. and Gelb, B.D. (1996) “Matching advertising appeals to culture: The influence of product’s use conditions”, Journal of Advertising, XXV, 3, pp. 29–46.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-644be339-c8d5-4736-86d9-05a35860c7a3
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.