The Role of Interfering Wave Strategy in Enhancing Buzz Marketing: An Applied Study in Telecommunications Companies

This research aims to study the role of the overlapping wave strategy as an independent variable, through its dimensions of strategic orientation, visionary leadership, future management, and knowledge leadership in promoting buzz marketing as a dependent variable, through its dimensions of generating buzz, seeding strategy, and creating company motivation. The field for the application of the practical part of the research was selected as telecommunications firms. The fundamental question was asked to identify the research problem: How might the overlapping wave technique improve buzz marketing in telecommunications companies? To arrive at this response, the research includes a collection of sub-questions to meet the research objectives. The researcher resorted to a number of studies and scientific sources to determine the dimensions of the study variables and to formulate its hypotheses. As for the field study, the researcher followed a descriptive analytical technique to define the research variables and assess its hypotheses through the Statistical Package for the Social Sciences (SPSS) version 27 and the SMART PLS4 tool for structural equation modeling. The research population was formed by 110 people working in telecommunications companies. The research sample consisted of 97 returned questionnaires out of 100 issued. The research reached a number of conclusions, the most important of which is the connection between the overlapping wave technique and buzz marketing. The link varied throughout the sub-dimensions, as it could be seen in the respondents’ answers, which confirmed the usefulness of the overlapping wave technique to boost buzz marketing. The research’s most significant finding is that the application of the dimensions of the overlapping wave strategy and buzz marketing is not effective in isolation; they should be applied as a comprehensive package combining future forecasting capabilities, strategic direction and incentive creation to ensure brand penetration and sustainability.