Abstract
The term of buzz knew a considerable marketing development since the arrival of the new information technologies and the communication. Indeed, this broadcasting mode allows a wide distribution of messages, in high rhythms and especially in moderate costs. For example, the creation of a web site then the mailing to a first target group is enough for the buzz to build up itself if the information has enough repercussions.
The buzzwords viral marketing "refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes".
In the highly competitive global market, companies must face to a new generation of consumers who have new lifestyle and use new technologies as well at work than at home. The traditional advertising campaign in use appears ineffective. Moreover, Reebok's ability to expand its market share is limited by his principal competitors, like Nike or Adidas which have a strong marketing and distribution networks, so it affect sales stability as well.
