Teen perceptions of disclosure in buzz marketing

Autor:	Tara Anne Michels, Mike Weissbuch, Mary Walker, Roshan D. Ahuja
Rok vydání:	2007
Předmět:	Marketing Value (ethics) Marketing buzz business.industry media_common.quotation_subject Advertising Public relations Focus group Transparency (behavior) Marketing strategy Originality Honesty Ethical dilemma Sociology Business and International Management business media_common
Zdroj:	Journal of Consumer Marketing. 24:151-159
ISSN:	0736-3761
DOI:	10.1108/07363760710746157
Popis:	PurposeThis study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.Design/methodology/approachA structured focus group methodology was used in the study.FindingsThe 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 implicationsIt is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.Originality/valueThe paper provides useful information on the marketing exchange process when teens are used as buzz agents.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f87c702b393f1fc7ed6a1d144f454b89 https://doi.org/10.1108/07363760710746157 Zobrazit plný text záznamu