Teen perceptions of disclosure in buzz marketing
2007; Emerald Publishing Limited; Volume: 24; Issue: 3 Linguagem: Inglês
10.1108/07363760710746157
ISSN2052-1200
AutoresRoshan D. Ahuja, Tara Anne Michels, Mary Walker, Mike Weissbuch,
Tópico(s)Customer Service Quality and Loyalty
ResumoPurpose 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.
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