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

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BEN YAHIA K., TOUITI S., TOUZANI M.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2016

issue 1(3)

20-33

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.

Faites le buzz ! Un vieux mécanisme rhétorique adapté à l’espace médiatique contemporain ?

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Collinet F.

Studia Romanica Posnaniensia

2017

vol. 44

issue 3

43-58

Presidential elections, by their nature, provoke fierce debates. During the 2017 French campaign the heated exchange between C. Angot and F. Fillon attracted public attention: that “clash” was making a “buzz”. Our attention was first caught by the terminology recurrently used by the media: in which ways are “clashes” and “buzzes” different from but also similar to old rhetorical mechanisms? And, more specifically, would New Rhetoric’s sensitivity to historical relativity shed some light on the issue? At first, we assumed that, polemic being a typical argumentative situation, there was no incompatibility between that theoretical framework and the study of a concrete polemical exchange. Of course, New Rhetoric doesn’t focus on polemical exchanges; we do, however, share Nicolas’ unease at saying that Perelman idealizes philosophical agreement (e.g. Nicolas, 2015a, § 7). After addressing that issue and the ambivalence of Perelman’s position, we will say a few words about the end / consequence distinction.

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1 Journal of Marketing and Consumer Behaviour in Emerging Markets

1 Studia Romanica Posnaniensia

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1 Collinet F.

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1 TOUZANI M.

1 2017

1 2016

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

Faites le buzz ! Un vieux mécanisme rhétorique adapté à l’espace médiatique contemporain ?