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Buzz Marketing in Startups - A case study on the online dating service Mazily

Westrin, Emil LU and Peltovuori, Ella (2014) BUSN39 20141
Department of Business Administration
Abstract (Swedish)
The aim of thhis thesis is to explore and describe the phenomenon of buzz marketing in the context of a resource-limited startup. The focus of the study is on the organization’s perspective to buzz marketing and how companies can encourage third parties to amplify their marketing messages. Three semi-structured interviews in combination with secondary data collection involving internal analytical data provided by Mazily. The data shows that a startup can use buzz marketing to encourage third parties to amplify their marketing messages and spread the product by implementing various buzz marketing tactics. These tactics include on-site features that allow and encourage sharing within the users’ social network. They can offer extrinsic... (More)
The aim of thhis thesis is to explore and describe the phenomenon of buzz marketing in the context of a resource-limited startup. The focus of the study is on the organization’s perspective to buzz marketing and how companies can encourage third parties to amplify their marketing messages. Three semi-structured interviews in combination with secondary data collection involving internal analytical data provided by Mazily. The data shows that a startup can use buzz marketing to encourage third parties to amplify their marketing messages and spread the product by implementing various buzz marketing tactics. These tactics include on-site features that allow and encourage sharing within the users’ social network. They can offer extrinsic incentives to motivate sharing but should also attempt to appeal to intrinsic motives. Furthermore, startups can create buzz though media by creating valuable content for all three parties involved (i.e. media outlets, the users of the media and the startup itself). (Less)
Please use this url to cite or link to this publication:
author
Westrin, Emil LU and Peltovuori, Ella
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Buzz marketing, Startups, WOM, viral marketing
language
English
id
4522699
date added to LUP
2014-08-04 16:35:29
date last changed
2014-08-04 16:35:29
@misc{4522699,
  abstract     = {{The aim of thhis thesis is to explore and describe the phenomenon of buzz marketing in the context of a resource-limited startup. The focus of the study is on the organization’s perspective to buzz marketing and how companies can encourage third parties to amplify their marketing messages. Three semi-structured interviews in combination with secondary data collection involving internal analytical data provided by Mazily. The data shows that a startup can use buzz marketing to encourage third parties to amplify their marketing messages and spread the product by implementing various buzz marketing tactics. These tactics include on-site features that allow and encourage sharing within the users’ social network. They can offer extrinsic incentives to motivate sharing but should also attempt to appeal to intrinsic motives. Furthermore, startups can create buzz though media by creating valuable content for all three parties involved (i.e. media outlets, the users of the media and the startup itself).}},
  author       = {{Westrin, Emil and Peltovuori, Ella}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Buzz Marketing in Startups - A case study on the online dating service Mazily}},
  year         = {{2014}},
}