Buzz marketing is becoming a more and more relevant topic. Yet, most research is descriptive and does not provide … insights into the underlying mechanisms. To overcome this void, the paper provides a causal model of buzz marketing focusing on … the motives of potential buzz agents and their effects on the intention to engage in such marketing activities. The …

threshold. We model the effect of such incentives under two specific scenarios: an exclusive dealership selling a single product … and a non-exclusive dealer selling two competing products. For an exclusive dealer, we show that a bonus contract not only …