marketing buzz

Marketing buzz 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 emotion, energy, excitement, or anticipation about a product or service can be positive or negative. 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. Marketing buzz originally referred to oral communication but in the age of Web 2.0, social media such as Facebook and Twitter are now the dominant communication channels for marketing buzz.