LE BUZZ MARKETING ET LA DECISION D’ACHAT : UNE ETUDE QUANTITATIVE AUPRES DES CONSOMMATEURS MAROCAINS

Mohamed BOUADDI; Mohamed EL FILALI; Mariem OUBAYOUCEF; Mohammed BEDDAA

Article Details

LE BUZZ MARKETING ET LA DECISION D’ACHAT : UNE ETUDE QUANTITATIVE AUPRES DES CONSOMMATEURS MAROCAINS

Authors:

Mohamed BOUADDI | Mohamed EL FILALI | Mariem OUBAYOUCEF | Mohammed BEDDAA

Publisher:

مجلة الدراسات المتعددة التخصصات في العلوم الاقتصادية والاجتماعية

Journal:

Revue des Études Multidisciplinaires en Sciences Économiques et Sociales Vol.10 Issue 2, pp.1-23

Document Type:

Article

Publication Date:

12/2025

Document Language:

French

Document ID (Org No.):

2001841409

pISSN:

2489-2068

Abstract:

 This article examines the impact of marketing buzz on the purchasing decision of Moroccan consumers, highlighting the most influential practices on purchasing behaviors. Through a quantitative approach, data were collected via a structured questionnaire, distributed to a sample of 200 respondents exposed to buzz marketing campaigns on social platforms. The analysis of the results reveals that the virality of the content, the direct engagement of the consumers, the influence of the brand ambassadors and the urgency of the offers have a significant impact on the purchase decision. The results confirm the hypotheses put forward, showing that visual platforms such as YouTube and Instagram are particularly effective in spreading these messages. Brands need to focus on creating engaging content and actively interacting with consumers, while building credibility through ambassadors.

Article Details

LE BUZZ MARKETING ET LA DECISION D’ACHAT : UNE ETUDE QUANTITATIVE AUPRES DES CONSOMMATEURS MAROCAINS

Authors: Mohamed BOUADDI | Mohamed EL FILALI | Mariem OUBAYOUCEF | Mohammed BEDDAA

Publisher: مجلة الدراسات المتعددة التخصصات في العلوم الاقتصادية والاجتماعية

Journal: Revue des Études Multidisciplinaires en Sciences Économiques et Sociales Vol.10 Issue 2, pp.1-23

Document Type: Article

Publication Date: 12/2025

Document Language: French

Document ID (Org No.): 2001841409

pISSN: 2489-2068

Issues

Authors:

Mohamed BOUADDI | Mohamed EL FILALI | Mariem OUBAYOUCEF | Mohammed BEDDAA

Publisher:

مجلة الدراسات المتعددة التخصصات في العلوم الاقتصادية والاجتماعية

Journal:

Revue des Études Multidisciplinaires en Sciences Économiques et Sociales Vol.10 Issue 2, pp.1-23

Document Type:

Article

Publication Date:

12/2025

Document Language:

French

Document ID (Org No.):

2001841409

pISSN:

2489-2068