TECHNOLOGY TRANSFER IN BUZZ MARKETING

Resumo

Some innovative companies adopt Buzz Marketing strategy for brand valorization and market share growth: they plant ideas and concepts in Digital Social Networks (like Facebook, YouTube and Twitter), and, in a viral effect, users massively transform it in a gigantic campaign. At same time, what was originally planted is added with new ideas and opinions from Market – users, consumers, potential consumers, specialists, competitors and all kind of stakeholders. So, inside Buzz Marketing process arise real opportunities for Technological Innovation – and be capable to manage it requires a new understand about Technology Transfer: its possibilities under Web 2.0.