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Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Author

Listed:
  • Karim BEN YAHIA

    (ISBAM, LARIME)

  • Soukeina TOUITI

    (ISG Tunis, LARIME)

  • Mourad TOUZANI

    (NEOMA Business School)

Abstract

Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study, based on 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign.

Suggested Citation

  • Karim BEN YAHIA & Soukeina TOUITI & Mourad TOUZANI, 2016. "Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(3), pages 20-33.
    • Handle: RePEc:sgm:jmcbem:v:1:i:3:y:2016:p:20-33
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    References listed on IDEAS

    as
    1. Elizabeth C. Hirschman & Mourad Touzani, 2011. "Consumer acculturation in situ: the continuing leg of French colonization in North Africa," Post-Print hal-00756595, HAL.
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    3. Dahl, Darren W. & Frankenberger, Kristina D. & Manchanda, Rajesh V., 2003. "Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 268-280, September.
    4. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    5. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    : buzz; cultural congruency; values; religion; taboo.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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