Teen perceptions of disclosure in buzz marketing

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.

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