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Buzz marketing: Examining the effect of online reviews on purchase consideration
Journal of Cultural Marketing Strategy,
8
(1),
65-79
(2023)
Abstract
Buzz marketing is a novel and interesting approach in the service industry that generates interest and excitement about a product or service through word-of-mouth promotion and viral marketing, rather than relying solely on traditional advertising methods. This study investigates the impact of online reviews on the sales of various products and services. To do this, a sample of 410 participants was drawn from a diverse group of customers living in Delhi and the National Capital Region of India. Both primary and secondary data collection methods were used to gather data, and a closed-ended questionnaire was administered to collect information. The study found that online review quality and reviewer characteristics significantly impact consumer attitudes and purchase intentions, with individual consumer characteristics acting as a negative moderator. These results have important implications for businesses looking to improve sales through online reviews. The originality and value of this study lies in its examination of the relationship between online reviews, review quality and reviewer characteristics on consumer attitudes and purchase intentions. By understanding these relationships, businesses can improve their online reputation and increase sales by focusing on high-quality reviews and maintaining the credibility and reputation of their reviewers.
Keywords: buzz marketing; online review; quality; reviewers’ characteristics; consumer attitude; attitude formation; purchase intention
The full article is available to subscribers to the journal.
Author's Biography
Praveen Kumar Pandey is a PhD Scholar at the School of Leadership and Management – PG, Manav Rachna International Institute of Research and Studies. With a focus on management studies and service marketing, he has developed a passion for research, exemplified by his numerous published works in prestigious national and international journals. His commitment to academic excellence is reflected in his contributions to such publications as the Indian Journal of Marketing, Journal of Health Management, TEM Journal, Research in World Economy and the Amity Journal of Marketing, to name but a few. These publications showcase his innovative research ideas and analytical skills, highlighting his potential to make a significant contribution to the field of management studies and service marketing.
Amandeep Dhaliwal is an Associate Professor at the School of Leadership and Management –PG, Manav Rachna International Institute of Research & Studies, Faridabad. Her area of specialisation includes analytics entrepreneurship, digital marketing and IT. She has eight years of industry experience, and more than a decade in academia. She has numerous research publications in coveted international and national journals and books to her name.
