Related Terms

Electronic word-of-mouth is a relatively new-found term and it has two closely related terms. The terms electronic word-of-mouth and eWOM are frequently used as synonyms for viral or buzz marketing. Although the degree of relationship among these terms is strong, hold these three terms still some wide fundamental differences.

Viral marketing is meant to spread, as the word ‘viral’ stand for. According to Marsden (2006) the definition is as follows:

“The promotion of a company or its products and services through a persuasive message designed to spread, typically online, from person to person.”

Buzz marketing is meant to be a penetrating promotion process, no only to person-to-person context but to the media as well. Marsden’s (2006) definition is as follows:

“The promotion of a company or its products or services through initiatives conceived and designed to get people and the media talking positively about that company, product or service.”

Source:
Mardsen, P. (2006). Word of Mouth: What We Really Know - And What We Don't. Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann.