THE IMPACT OF BUZZ MARKETING ON CUSTOMER PURCHASE INTENTION

Abstract

Purpose: The objective of this research is to explore the modern marketing technique of buzz marketing and its influence on customers' purchase intention. It also detects whether there is a relationship between the variables under investigation. diverse tourism companies. Design/Methodology/Approach: A questionnaire was conducted to assess the extent to which managers, administrative staff, and employees in the selected sample companies adopt buzz marketing A total of 100 questionnaires were distributed, and the statistical software SPSS V.21 was utilized for data analysis. Findings: The research results indicated a significant correlation between buzz marketing and purchase intention. This suggests that the sampled companies are interested in utilizing this modern marketing approach to promote their products and stimulate customers' intention to purchase. Implications: The results of this research can be utilized in promoting various types of products, thereby enhancing the capabilities of the sampled companies to achieve their objectives and outperform their competitors.