A study on consumer’s attitude towards viral advertising on social media: a case study in an ice cream manufacturing company / Noorita bt Mohammad ... [et al.]

Mohammad, Noorita and Abdul Rahman, Zanariah and Mohammad, Mardhiah and Nik Mustapaha, Nik Nur Shahira (2020) A study on consumer’s attitude towards viral advertising on social media: a case study in an ice cream manufacturing company / Noorita bt Mohammad ... [et al.]. Insight Journal : International, Refereed, Open Access, Online Journal, 6 (12). pp. 113-124. ISSN 2600-8564

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Abstract

With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through an interactive network-based
channel. This study investigated the effect of viral advertising as a marketing strategy used by an ice cream manufacturing company, Al Jazeera Sdn Bhd. The company had very little experience in viral advertising and has been relying on conventional marketing strategies for many years. Thus, it is crucial for the company to assess consumer's perception towards their current advertising strategy, which plays a crucial role in brand awareness of the company. This study aimed to determine relationships between factors such as the perception of informative, entertainment, irritation and source credibility on consumer's attitudes towards viral advertising. In the study, data were collected from 115 respondents, which questionnaires were distributed on social media platforms. Then, the data were analysed using SPSS (Statistical Package for the Social Sciences). The findings revealed a significant relationship between consumer's attitudes and two of the factors being studied which were informative and entertainment perceptions. In conclusion, marketers need to understand the effect of viral advertising because it will shape the dynamics of the business marketing strategy. Hence to cope with the rapid advancement of technology, marketers need to be more creative in conveying the messages that would reach their consumers.

Metadata

Item Type: Article
Creators:
Creators
Email
Mohammad, Noorita
UNSPECIFIED
Abdul Rahman, Zanariah
UNSPECIFIED
Mohammad, Mardhiah
UNSPECIFIED
Nik Mustapaha, Nik Nur Shahira
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof. Dr. Saunah
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof. Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr. Mohd Halim
UNSPECIFIED
Editor
Mohd Ariff Albakri, Assoc. Prof. Dr. Intan Safinas
UNSPECIFIED
Editor
Shamsuddin, Assoc. Prof. Dr. Hj Amanuddin
UNSPECIFIED
Editor
Zakaria, Assoc. Prof. Dr. Nor Balkish
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Mat Kamal, Dr. Siti Nuur-Ila
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 6
Number: 12
Page Range: pp. 113-124
Official URL: https://insightjournal.my/
Item ID: 42770
Related URLs:
Uncontrolled Keywords: Viral Marketing, Consumer Attitudes, viral advertising, UiTM Cawangan Johor
URI: https://ir.uitm.edu.my/id/eprint/42770

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42770

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