Undercover marketing
Undercover marketing, also known as a buzz marketing or Word-of-mouth marketing (WOM) is a marketing technique for creating buzz about the product and increasing the awareness and attraction to purchase the product (Delana, 2008). Buzz marketing may involve education and cultivating opinion leaders and getting them to spread information about a product or service to people in their communities. Word-of-mouth marketing is a reference to the passing of information from one person to another. The techniques of WOM are often used not only in oral communication but also on Internet by using social network websites (Facebook, MySpace, Twitter, YouTube ...) and blogs.