THE INFLUENCE OF BUZZ MARKETING ON THE MARKETING MIND: THE MEDIATING ROLE OF MARKETING INTELLIGENCE – A STUDY OF SALES REPRESENTATIVES OF COCA-COLA AND PEPSI IN MOSUL

Abstract

The marketing mind is a marketing philosophy whose efforts focus on shifting the company’s focus from concentrating on the product to focusing on the needs and wants of customers. However, the marketing mind still needs more investigation, especially the factors that impact it. Thus, this study aims to investigate the effect of buzz marketing on the marketing mind, considering the mediating role of marketing intelligence. Accordingly, this study adopted marketing buzz and marketing intelligence as essential determinants of the marketing mind. To achieve this objective, a study model has been proposed and tested based on data collected using a questionnaire. The study sample consisted of 143 sales representatives of Coca-Cola and Pepsi in the city of Mosul. Testing the study model shows that buzz marketing and marketing intelligence are important determinants of the marketing mind, and marketing intelligence is a mediating construct between marketing buzz and the marketing mind.