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.

Citation

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. https://doi.org/10.1108/07363760710746157