Buzz marketing and its influence on customer purchase intentions

Abstract

The objective of the study is to understand the impact of marketing through the creation of buzz to grab the attention of the customers and the influence it has on their purchase decisions. We will analyze how the consumer intends to try or buy a product after it is marketed through sensational advertisements or linked with trending movies or topics through the end of the report. The target is to verify the correlation between buzz marketing of brands and the customer purchase intention, and we also look for does buzz market creates awareness in the customers. To conduct the research, we have framed a couple of hypotheses to look for the correlation of buzz marketing with purchase intentions. The first Hypothesis is that Buzz marketing positively impacts a customer on the brand's awareness and purchase decision of a service. And the second Hypothesis is Buzz marketing influences the choice of a brand positively while making the purchase decisions. To test our hypotheses, we have conducted a survey & experiment that illustrates the correlation between buzz marketing and purchase intentions, and the results derived from the experiments proved that our hypotheses are true and buzz marketing has a positive impact on the customers. We have designed a questionnaire to capture the impact of buzz marketing on the customers and rolled it out in the form of an experiment to analyze how the purchase decision gets impacted between normal & buzz marketing. The data required for this survey is captured using the survey tool, Qualtrics & to analyze the collected data, we have used SPSS software. Secondary research is also conducted to understand how buzz marketing can be implemented in various ways and how various brands use this technique to enhance their sales. We studied how companies leverage social media as their mainstream channel to promote their products by creating friction through interesting memes, posts, and conversations using buzz marketing. We analyzed the benefits companies derive from creating advertisements around buzz and through innovative marketing techniques. We have conducted the one-way ANOVA analysis on the collected data, and the inferences obtained from the data validate the hypotheses over the positive correlation between Buzz marketing and customer purchase intentions. This analysis helps the companies understand the impact of buzz marketing and leverage this technique at the right time with the right product to affect their business positively.