Management Journals | Marketing Management

The IUP Journal of Marketing Management

Mediating Role of Brand Awareness in the Relationship Between Buzz Marketing and Purchase Intention

Article Details

Pub. Date	: Aug, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM020823
Author Name	: Govind Narayan and Abadh Narayan Singh
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 15

Price

Download

Abstract

While the advent of the digital age has created many opportunities for marketers, it has made the behavior of consumers more complex, forcing them to explore new and innovative strategies. Buzz marketing is one of them. This study seeks to examine the impact of buzz marketing on purchase intention. The paper also investigates the mediating role of brand awareness in buzz marketing and purchase intention. The study is based on a sample of 155 social media users. Data collection was done using a well-structured questionnaire with a 5-point Likert scale. The collected data was analyzed using SPSS 21 and PLS-SEM. The results of the study reveal that buzz marketing has a positive and significant impact on purchase intention. The results also indicate that brand awareness mediates the relationship between buzz marketing and purchase intention. Marketers can use the results of the study to gain insights into consumer behavior and develop effective buzz marketing strategies.

Introduction

The advent of the Internet has brought rapid changes in consumer behavior. As a result, the concept of marketing has changed. Internet usage across the world is increasing at a faster pace and India is no exception. The total Internet users in India is 692 million and it will reach 900 million by the end of 2025 (Livemint, 2023). This growth has led marketers to devise new and innovative methods of marketing and communication. Moreover, individuals are showing less interest in traditional advertising. That is why marketers are in continuous search for more reliable ways of getting attention of the target market for their brands and products (Oosterwijk and Loeffen, 2005). They are forced to recognize new and innovative methods of marketing to market their products and services. Buzz marketing is one of them. Buzz marketing is one of the paramount methods to communicate effectively with the target market (Belyh, 2015). It has been widely used by marketers to create buzz about their products and services. Marketers