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1 – 1 of 1Roshan D. Ahuja, Tara Anne Michels, Mary Mazzei Walker and Mike Weissbuch
This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.
Abstract
Purpose
This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.
Design/methodology/approach
A structured focus group methodology was used in the study.
Findings
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.
Originality/value
The paper provides useful information on the marketing exchange process when teens are used as buzz agents.
Details