THE IMPACT OF BUZZ MARKETING ON CONSUMER ENGAGEMENT, BRAND PERCEPTION, AND PURCHASE DECISIONS: A STUDY OF DIGITAL MARKETING STRATEGIES.

Buzz marketing, a dynamic form of word-of-mouth promotion, has emerged as a pivotal strategy in the digital era, leveraging social interactions, influencer endorsements, and viral content to shape consumer perceptions and drive brand engagement. As traditional advertising faces skepticism, businesses increasingly rely on buzz marketing to create organic discussions and excitement. This study explores the effectiveness of buzz marketing in enhancing brand awareness, trust, and purchase intent by analyzing psychological triggers such as exclusivity, curiosity, and social proof. While buzz marketing fosters consumer engagement, it also presents challenges, including misinformation, over-hyped expectations, and ethical concerns. Through case studies of brands like Zomato, Vivo, and Swiggy, this research highlights successful buzz marketing strategies and evaluates their long-term impact on brand loyalty and credibility. The findings emphasize the need for ethical execution and strategic alignment between marketing efforts and consumer expectations to ensure sustained success.