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Teen perceptions of disclosure in buzz marketing

Roshan D. Ahuja (Xavier University, Cincinnati, Ohio, USA)
Tara Anne Michels (Xavier University, Cincinnati, Ohio, USA)
Mary Mazzei Walker (Xavier University, Cincinnati, Ohio, USA)
Mike Weissbuch (Xavier University, Cincinnati, Ohio, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 May 2007




This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.


A structured focus group methodology was used in the study.


The paper finds that teenagers like being buzz agents, they view this role as a job, they usually conceal the fact that they are buzz agents, and they generally see no ethical dilemma in not revealing their status.

Practical implications

It is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.


The paper provides useful information on the marketing exchange process when teens are used as buzz agents.



Ahuja, R.D., Anne Michels, T., Mazzei Walker, M. and Weissbuch, M. (2007), "Teen perceptions of disclosure in buzz marketing", Journal of Consumer Marketing, Vol. 24 No. 3, pp. 151-159.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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