Joanna Sorokin

Automatika Sp. z o.o. / Grupa Azoty

jsorokin@automatika.pl

Strategies for Choosing Influentials in Buzz Marketing

Abstract: Present-day economy transforms profound changes, which are influenced by growing competition and opportunities of new technologies. One of the most important goals which the modern companies pursue is to find the right way of effective marketing communication with customers. The aim of this article is to analyze how to mark out, both in real and virtual world, these individuals who find it enjoyable to spread information about a brand and a product, and who are willing to share their opinions with other market participants, and whose recommendations help businesses accomplish their marketing objectives as well as conduct effective activities.

Keywords: Word of Mouth Marketing, Buzz Marketing, Influentials, Marketing communication.

JEL Classification: M31.