The study of the factor that influence attitude towards viral marketing among Generation Y / Noorain Mohd Nordin, Munirah Mohamed and Ezatul Hasanah Jaidon

Mohd Nordin, Noorain and Mohamed, Munirah and Jaidon, Ezatul Hasanah (2019) The study of the factor that influence attitude towards viral marketing among Generation Y / Noorain Mohd Nordin, Munirah Mohamed and Ezatul Hasanah Jaidon. Academic Journal of Business and Social Sciences (AJoBSS), 3. pp. 1-9. ISSN 2590-440X

Abstract

The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize whether the customers will react positively or negatively towards it. Thus, it is important for firms and marketers to understand the factor that influence customer’s attitude towards viral marketing. In this research study, the purpose is to investigate and examine whether the factor of informativeness, entertainment, source credibility, and irritation will affect attitude towards viral marketing. This study was conducted to focus on the generation Y in Johor, Malaysia. Based on the results that have been retrieved in this study, it was found that the independent variable of source credibility has a significant relationship with the dependent variable of attitude towards viral marketing. While, the other independent variables which is informativeness, entertainment and irritation is found to have no significant effect on attitude towards viral marketing.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Mohd Nordin, Noorainnoorainnordin@melaka.uitm.edu.my
Mohamed, MunirahUNSPECIFIED
Jaidon, Ezatul HasanahUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
Divisions: Universiti Teknologi MARA, Melaka > Bahagian Penyelidikan dan Jaringan Industri, UiTM Melaka
Journal or Publication Title: Academic Journal of Business and Social Sciences (AJoBSS)
Journal: UiTM Journal > Academic Journal of Business and Social Sciences (AJoBSS)
ISSN: 2590-440X
Volume: 3
Page Range: pp. 1-9
Official URL: http://publication.melaka.uitm.edu.my/index.php/aj...
Item ID: 30018
Uncontrolled Keywords: Viral marketing; Informativeness; Entertainment; Source credibility; Irritation
URI: http://ir.uitm.edu.my/id/eprint/30018

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