Purpose – This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.Design/methodology/approach – A structured focus group methodology was used in the study.Findings – The paper finds that teenagers like being buzz agents, they view this role as a job, they usually conceal the fact that they are buzz agents, and they generally see no ethical dilemma in not revealing their status.Practical implications – It is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.Originality/value – The paper provides useful information on the marketing exchange process when teens are used as buzz agents.
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