Background of the Topic
The World Wide Web may well be the most influential technological innovation in the past century. The increased connectivity and communication has made the world progressively smaller, especially for in the context of commerce and trade. With the emergence of these medium, commercial activities like marketing and advertising has been infused in the web. In recent studies on the topic, there has been a series of reports indicating positive implications of using internet marketing techniques on the general market. ( 2001, 1997)
Recent articles have similarly noted several ways of advertising using the internet. Banner advertising, sponsorship advertising, interstitial advertising, and opt-in advertising are among the most widely used forms of web marketing. (2003) With the same principles of traditional marketing theories, the use of these techniques in the web also relies heavily on the behaviour of the consumers. To some extent, the medium has basically improved the range on which companies could reach their target market.
However, like any other form of advertising medium, the internet is also prone to advertising clutter. ( 2003) Companies have taken advantage on the medium as it does improve their chances of doing well in their respective industries. (2001) It is for this reason that some companies are opting to indulge in alternative marketing methods, even in the web. ( 2002)
One of the recent methods of making a buzz using the web is through blogs. This new way of creating and maintaining a buzz through blogs and blogspots has yet to be studied closely by advertising studies. For this reason, this study intends to look into the effectiveness of buzz marketing through blogs in the World Wide Web.
Aim and Objectives of the Study
Based on the background discussed above, this dissertation intends to analyse and examine the effects of buzz marketing techniques employed in the World Wide Web. Specifically, the study will be focusing on the use of blogs as a means of creating and maintaining a buzz through the internet. Furthermore, the study intends to answer the following research questions:
Rationale of the Study
Studies pertaining to web marketing and internet advertising have been tackled by a considerable number of scholars and academics. This is quite the opposite with regards to the new concept of buzz marketing using alternative advertising methods has sparsely been given attention. Though attempts on studying “word-of-mouth marketing”, “guerrilla marketing”, and “viral marketing” has been made, their number are still considerably small. ( 2004, 2003; 2003) This study wants to push this further by making an analysis on the effectiveness of buzz marketing when it is infused with technologies involving the internet. In doing so, added literature on buzz marketing will be made and in the same time a unique view on the use of blogs as marketing tools will be given notice.
Methods and Procedures
This dissertation will be using the descriptive form of research. This means that the data acquired on this paper will be first hand and will be based on the actual observations made by the researcher. ( 1994) In this regard, both qualitative and quantitative data will be taken to ensure that the analysis will be well covered. The primary research instrument will be the researcher-made questionnaire given to randomly selected respondents. The secondary data will come from articles and journals tackling advertising theories, web marketing, and buzz marketing techniques.
Credit:ivythesis.typepad.com
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