The buzz about the buzz is still only a buzz

Shula Bigman, president of Communications Options, NY, explains that word-of-mouth and buzz marketing has its roots in the 'two-step communication flow' theories of Lazarsfeld/Katz and Dichter 50 years ago.

The Buzz About the Buzz is Still Only a Buzz

Shula Bigman

With a recent leading article in the New York Timesscience section, 'Gossip' joined the world of media. The whole arena of word of mouth (WOM) – originally the transmission of spoken information...