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 |
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Creators: | Creators Email / ID Num. Mohd Nordin, Noorain noorainnordin@melaka.uitm.edu.my Mohamed, Munirah UNSPECIFIED Jaidon, Ezatul Hasanah UNSPECIFIED |
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) |
UiTM Journal Collections: | UiTM Journals > Academic Journal of Business and Social Sciences (AJoBSS) |
ISSN: | 2590-440X |
Volume: | 3 |
Number: | 1 |
Page Range: | pp. 1-9 |
Keywords: | Viral marketing, Informativeness, Entertainment, Source credibility, Irritation |
Date: | October 2019 |
URI: | https://ir.uitm.edu.my/id/eprint/30018 |