Marketing buzz

Marketing buzz or simply 'buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serve to amplify the original marketing message.

Some describe buzz as a form of hype among consumers, Renée Dye, "The Buzz on Buzz," Harv. Bus. Rev. (Jan. 2001)., a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created.