Teen perceptions of disclosure in buzz marketing

This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.

A structured focus group methodology was used in the study.

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.

It is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.

The paper provides useful information on the marketing exchange process when teens are used as buzz agents.