...Debi P. Mishra; Gizem Atav; M. Deniz Dalman Purpose This paper aims to investigate if product pre-announcement effects measured using stock market returns conform to the predictions of two competing consumer marketing theories. In particular, while buzz marketing theory indicates a direct positive...

...Zinaida Taran Panos   Mourdoukoutas and George J.   Siomkos . The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point . Berlin, Germany : Springer‐Verlag   2009 . 104 pp   $119.00   http://www.springer.com Edited by Geoffrey P. Lantos,Stonehill College...