Buzz Marketing and its Impact on Organizational Reputation Management: An Analytical Study of the Opinions of a Sample of Workers in Private Banks in Karbala Governorate

The research addressed the impact of buzz marketing on managing the organization's reputation. The research sought to achieve a number of objectives, the most important of which was to know the extent of interest of the banks surveyed in buzz marketing strategies and mechanisms and to apply them efficiently in order to improve the bank's reputation. Given the importance of buzz marketing, which greatly affects the bank's reputation, the research was conducted in (10 private banks), as the research was conducted on a sample of (250) people working in different positions. The research relied in its practical framework on the questionnaire to obtain data and information, and in order to process this data and information, the researchers used a set of statistical programs (AMOS VS.23, SPSS V.25, 12 Eviews vs). The research reached a number of conclusions, the most important of which is (that using buzz marketing mechanisms efficiently contributes greatly to improving and managing the reputation of banks), and the research also reached several recommendations, the most important of which is (training employees on buzz marketing mechanisms and strategies to ensure their efficient implementation at all levels of the bank, and linking them to the organization's reputation management objectives to ensure the mechanisms are efficiently implemented).