December 13, 2007

The Truth About Buzz Agents

While many see Buzz Marketing as a great form of word-of-mouth advertising, there is an important moral issue that arises when using Buzz Marketing.

By Ryan Moss
Research Analyst

The Buzz Marketing process involves having a “Buzz Agent” spread the word about a product, service, or company to target consumers who do not know that the Buzz Agent is a hired advertiser. The targeted consumers believe that they can communicate about the specific product or company with the Buzz Agent freely, and that they are not being subjected to corporate advertising. In reality, the Buzz Agent is deceiving potential customers in order to gain marketing research knowledge and to push the brand though word of mouth.

Recently there has been an increase in the number of teens that are being used as Buzz Agents. Since the 13-17 year old age group has become increasingly difficult to reach through advertisement, companies are focusing on using similar-aged Buzz Agents to spread the word about their products and services. Here is where the moral issue arises, as many parents are unaware what their child’s job entails, and that their child is being encouraged to deceive their peers by not disclosing that they are working as a Buzz Agent.

For more information see the link provided "Buzz Marketing: Honest Deception".


	BUZZ MARKETING: HONEST DECEPTION
	Paper written by Bob Ahuja, a Marketing Professor from Xavier University, in which he explains the moral issues involved with Buzz Marketing.
	http://www.commercialexploitation.org/articles/4thsummit/ahuja.htm