buzz marketing and its impact on enhancing the mental image of the organization

Abstract

The current research seeks to determine the level of influence and contribution of buzz marketing, in its dimensions, on the mental image of the food products company under investigation. In order to achieve this, the variable of buzz marketing was measured with three sub-dimensions: (creating hype, seeding strategy or cultivating ideas, and giving incentives for participation), The research reached a set of conclusions, the most important of which was (it became clear that there is a correlation and influence of the buzz marketing variable on the mental image at the level of the company in the research sample. This indicates that the company’s management whenever it seeks to pay attention to buzz marketing in terms of supporting its advertising campaigns, adopting modern promotional methods, and presenting new ideas. In manufacturing products and providing the necessary incentives to maximize customer participation, which in turn enhances the company’s mental image)