This study aimed to investigate the relationship between buzz marketing on social media and the performance of small and medium-sized enterprises (SMEs), as well as the moderating effect of enterprise size - which serves as an indicator of resource abundance and scarcity - on this relationship. Additionally, the study examined the relationship between each step of buzz marketing and SMEs performance. This study provides an in-depth analysis of buzz marketing, as informed by literature. This includes a summary of its definition and distinctions from Viral Marketing and Word of Mouth (WOM). Additionally, a three-step structure for online buzz marketing consisting of value, viral content, and seeding strategy was developed. A sample of 217 respondents who were owners, managers, or in charge of marketing activities completed an electronic questionnaire to provide the data, which was analyzed using the SPSS V22 and AMOS V26 programs. Structural equation modelling and multiple group path analysis were used to test research hypotheses.
Results indicated a statistically significant positive relationship between the Implementation of online buzz marketing process on social media platforms and SMEs performance. With no effect of the size of the enterprise on that relationship. Also, each step of the online buzz marketing process was found to have a positive effect on SMEs performance. This implies that enterprises with limited resources are able to leverage buzz marketing to achieve high performance rates. Additionally, a business model for creating a successful buzz marketing campaign was proposed as a guide for enterprises.