Word of mouth (WOM) advertising has taken on a new form given the amount of social media networks available. Today, WOM advertising is referred to as "viral marketing" and is defined by Kotler & Keller (2016) as "a form of online word of mouth, or 'word of mouse', that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online". The more marketers can create a "buzz" about their products, the more exposure they will get. One could make a case that all talk about a brand is good whether it is positive or negative. Others would argue that a negative "buzz" can have disastrous effects.

You will take a position on whether "Any buzz about a product is supportive for building brand loyalty and equity" or "Negative buzz can have long lasting negative consequences." Support your position with credible research.

Answer rating: 100% (QA)

The position Ill support is that Negative buzz can have longlasting negative consequences Research has demonstrated that negative word of mouth WOM es... View the full answer