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Effective Incentives for Buzz Marketing: How Moral Concern Moderates the Willingness to Engage as Buzz Agents

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  • Hutter, Katharina
  • Mai, Robert

Abstract

Buzz marketing is becoming a more and more relevant topic. Yet, most research is descriptive and does not provide insights into the underlying mechanisms. To overcome this void, the paper provides a causal model of buzz marketing focusing on the motives of potential buzz agents and their effects on the intention to engage in such marketing activities. The results of a survey with 129 young consumers show that the intention to participate is driven by intrin-sic as well as extrinsic motives. Still, there is an incremental influence of extrinsic motives. Additionally, the effect of intrinsic motives is moderated by moral concern. Implication for further research and practitioners are given.

Suggested Citation

  • Hutter, Katharina & Mai, Robert, 2013. "Effective Incentives for Buzz Marketing: How Moral Concern Moderates the Willingness to Engage as Buzz Agents," EconStor Conference Papers 96482, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esconf:96482
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    References listed on IDEAS

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    1. David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
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    Cited by:

    1. Kai Dominik Renchen, 2020. "Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 6(2), pages 138-153.

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    More about this item

    Keywords

    Buzz marketing; intrinsic motives; extrinsic motives; moral concern; PLS;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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