Buzz refers to a communication phenomenon where a product, service, or event generates significant interest and becomes the subject of much discussion, particularly online. Initially, it was a marketing strategy aimed at generating word-of-mouth before the launch of a new product or service, targeting opinion leaders such as journalists or bloggers. Over time, the term has broadened to encompass any viral phenomenon, whether spontaneous or orchestrated, which can be positive or negative (bad buzz). Buzz is characterized by its ability to spread rapidly and sometimes unpredictably, thus capturing the public’s attention.