Buzz Marketing Online na construção de marcas: um estudo do caso Piorski

Abstract

This research studies the contribution of Buzz Marketing Online in branding. The work examines, through literature search, the process of branding in consumers' minds, the factors that influence this process, the singularities of branding in the Web, how it happens and the factors on which depends the transformation of an idea about a brand in a virus. The research presents case study of the female clothes brand Piorski. It is based on authors researchers of marketing, advertising, social networks on the Internet and Buzz Marketing and interviews with those responsible for the brand studied. From the analysis, the research concludes that it is possible to build a brand through the use of Buzz Marketing on the Internet as the main strategy of marketing promotion.