{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T14:56:48Z","timestamp":1781103408893,"version":"3.54.1"},"reference-count":27,"publisher":"IGI Global Scientific Publishing","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2011,4,1]]},"abstract":"<p>\u2018Buzz Marketing\u2019 is an alternative strategy of creating preference and demand among prospective customers. Though given caution, this geometrically progressive marketing strategy offers significant opportunities for firms. The popularity of online social media adds a new dimension of buzz marketing, as these social networking sites accommodate a massive exchange of views among the users. Companies planning to use online social media as a driver of their buzz marketing efforts inevitably face the challenge of acquiring favorable response from a versatile and almost uncontrollable mass of users. Hence, profiling the users of social media is valuable. This paper examines the users of online social media and creates profiles of these \u201cbuzz riders.\u201d Qualitative in nature, this study also proposes strategic implications for the different categories of online social media users to elicit positive responses of the buzz marketing efforts of the companies.<\/p>","DOI":"10.4018\/ijom.2011040104","type":"journal-article","created":{"date-parts":[[2011,10,19]],"date-time":"2011-10-19T12:43:10Z","timestamp":1319028190000},"page":"57-67","source":"Crossref","is-referenced-by-count":12,"title":["Online Social Media as a Driver of Buzz Marketing"],"prefix":"10.4018","volume":"1","author":[{"given":"Khan Md. Raziuddin","family":"Taufique","sequence":"first","affiliation":[{"name":"National University of Malaysia, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Faisal Mohammad","family":"Shahriar","sequence":"additional","affiliation":[{"name":"Leading University, Bangladesh"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"ijom.2011040104-0","doi-asserted-by":"publisher","DOI":"10.1108\/02652320710832630"},{"key":"ijom.2011040104-1","author":"V.Brennan","year":"2010","journal-title":"Navigating social media in the business world"},{"key":"ijom.2011040104-2","author":"M.Coon","year":"2010","journal-title":"Social media marketing: Successful case studies of businesses using Facebook and Youtube with an indepth look into the business use of twitter"},{"key":"ijom.2011040104-3","author":"T.Demopoulos","year":"2006","journal-title":"What no one ever tells you about blogging and podcasting: Real life advice from 101 people who successfully leverage the power of blogosphere"},{"key":"ijom.2011040104-4","doi-asserted-by":"publisher","DOI":"10.1108\/07363760810870671"},{"key":"ijom.2011040104-5","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2006.02.001"},{"key":"ijom.2011040104-6","unstructured":"Gordhamer, S. 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Unpublished master\u2019s thesis, M\u00e4lardalen University, Eskilstuna, Sweden."},{"key":"ijom.2011040104-12","doi-asserted-by":"publisher","DOI":"10.1108\/03090560810891145"},{"key":"ijom.2011040104-13","doi-asserted-by":"publisher","DOI":"10.1108\/17505930910985116"},{"key":"ijom.2011040104-14","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849907070456"},{"key":"ijom.2011040104-15","unstructured":"Royal Mail. (2004). Internet user survey. Retrieved from http:\/\/www.proquest.com"},{"key":"ijom.2011040104-16","unstructured":"Search, C. R. M. com. (2010). Definition: Buzz marketing. Retrieved from http:\/\/searchcrm.techtarget.com\/definition\/buzz-marketing"},{"key":"ijom.2011040104-17","unstructured":"Shahriar, F. M., & Taufique, K. M. R. (2010, December). Using social networking sites for promoting tourism destinations in a changing marketing environment: The opportunities and challenges. Paper presented at the 3rd International Conference of the Global Business and Management Forum, Dhaka, Bangladesh."},{"key":"ijom.2011040104-18","unstructured":"Socialnomics. (2009). Statistics show social media is bigger than you think. Retrieved from http:\/\/socialnomics.net\/2009\/08\/11\/statistics-show-social-media-is-bigger-than-you-think\/"},{"key":"ijom.2011040104-19","author":"B.Solis","year":"2009","journal-title":"Putting the public back in public relations: How social media is reinventing the aging business of PR"},{"key":"ijom.2011040104-20","unstructured":"Swink, J. (2010). How social media in destination marketing works. 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