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

Katharina Hutter and Robert Mai

EconStor Conference Papers from ZBW - Leibniz Information Centre for Economics

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.

Keywords: Buzz marketing; intrinsic motives; extrinsic motives; moral concern; PLS (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2013-06-07
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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