The Measurement of Buzz Marketing: Bloggers as a Model
DOI:
https://doi.org/10.31272/jae.i142.1044Keywords:
Buzz marketing, Fake war, unexpected action n, deliberately revealing a secre, Covert marketingAbstract
Buzz marketing is one of the modern marketing methods that have begun to arouse the interest of researchers to know its effects , whether on the organization or customers . This study aims to reach a better understanding of buzz marketing ; Therefore , three techniques by which this technique can work have been presented. Then the study suggests a measure to identify the level of buzz marketing in business . The techniques and the questionnaire were presented to a scientific committee composed of experts in the field of marketing management to test the validity . The scale was practically tested by a sample of (208) bloggers who became known and have good popularity in social media . After collecting the answers of the sample members and analyzing them in statistical programs -SPSS V.23 & AMOS V.23- to conduct tests to ensure the accuracy and reliability of the scale , this study presented a 10-item scale that could be used in future studies dealing with buzz marketing .
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