Search instead for "Word of Mouth Programs" "Diffusion Marketing ," Referral Programs" etc.,
I only know of two decent practitioner articles on Buzz, but they are not academic. The are lots of academic articles on the three above, You could also look at HBR articles on "building brands without mass media."
Montgomery, K. C., & Chester, J. (2009). Interactive food and beverage marketing: targeting adolescents in the digital age. Journal of adolescent health, 45(3), S18-S29.