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Buzz marketing: Examining the effect of online reviews on purchase consideration

Author

Listed:
  • Pandey, Praveen Kumar

    (School of Leadership and Management – PG, India)

  • Dhaliwal, Amandeep

    (School of Leadership and Management – PG, India)

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.

Suggested Citation

  • Pandey, Praveen Kumar & Dhaliwal, Amandeep, 2023. "Buzz marketing: Examining the effect of online reviews on purchase consideration," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 8(1), pages 65-79, December.
    • Handle: RePEc:aza:jcms00:y:2023:v:8:i:1:p:65-79
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    More about this item

    Keywords

    buzz marketing; online review; quality; reviewers’ characteristics; consumer attitude; attitude formation; purchase intention;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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