Buzz marketing or simply buzz—a term used in viral marketing—is the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This is emotion, energy, excitement, or anticipation about a product or service. Buzz can be generated by intentional marketing activities by the brand owner or it can be the result of an independent event that enters public awareness through social or traditional media.
With the addition of new interactive and digital media technologies into the marketing industry, a significant emphasis has been put on the use of online content to generate buzz about a product, service, or company. Companies well known for this practice are Amazon and Netflix, both of which utilize individual customer patterns and usage trends on these sites to cater the customers’ future experiences on the site around the individuals. As a result, this works towards one of the main goals of buzz marketing, to provide each customer with a unique experience that motivates them to purchase a product.