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.